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Olympic logo: How they should've done it!by DUNCAN ROBERTSON
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Olympic logo: How they should've done it!by DUNCAN ROBERTSON and NICK McDERMOTT

Last updated at 15:21 06 giugno 2007

Comments (120) Add to My Stories It took almost a year to create and cost £400,000.

But the official logo for the London Olympics was met with widespread condemnation when it was unveiled on Monday.

Within a day, dozens of amateurs came up with their versions - which many believe better capture the spirit of London and the Games.
Their designs appeared on the BBC website after the corporation asked users to send in their ideas.

Gallery: Amateurs design Olympic-winning logos
Gallery: More amateurs design Olympic-winning logos
The Olympic logo revolt
Scroll down for more...

Alternative: These are the preferred Olympic logos which include Ricky Gervais's dance, a Tube map, 2012 as an athlete, the London Eye, Olympic typeface and a world of sport

In the spirit of the Games, we're inviting you to email us your design for the 2012 Games - and we'll award gold, silver and bronze medals to our favourites.

Click here to email us your 2012 logo

Most were created after a few minutes doodling or playing on the computer.

And although the style and quality varies, a substantial number of these amateur designs pay homage to more familiar Olympic symbols and London landmarks.

Many feel the creators of the official logo ignored such icons in an attempt to make the logo look modern - and to appeal to the Internet generation.
The interest and efforts of these novice designers will give weight to criticism that the public was not involved in the design process.
Aside from its aesthetics failings, the logo has also caused offence. One Jewish person rang the BBC to complain that it was reminiscent of the swastika.

The design was created by Wolff Olins, a brand consultancy firm with clients around the world. Founded in 1965, it helps companies promote and rebrand themselves by coming up with original logos and designs.
Among its clients are First Direct, the Tate Modern, the Samaritans and the 2004 Athens Olympics, for which it created a simple blue logo.
Its major success stories have been with Orange, where it created a billion-dollar brand through its advertising campaigns, and with Tesco, where it rebranded the supermarket's own-brand products.
But the firm is no stranger to controversy.

In the early 1990s, BT spent millions on Wolff Olins design of its unpopular 'piper' logo, only for other firms to claim it was similar to other corporate emblems. It was dropped 12 years later.

And when public services unions Nalgo, Nupe and Cohse amalgamated, Wolff Olins spent £65,000 coming with the name Unison - the same name as employees had come up with in an internal competition.

Eurotunnel spent £500,000 on the company's services to come up with a name for the rail service - eventually named Le Shuttle.

The London-based firm has offices in New York, Tokyo and Barcelona.
It was bought by U.S. firm Omnicom in 2001, where it forms part of the Diversified Agency Services Group, which deals in marketing and communications

Gordon Brown's wife Sarah worked for the Wolff Olins before she started her own PR firm.





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Olympic logo: How they should've done it!by DUNCAN ROBERTSON
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