Monday, June 18  

Why Your Logo Doesn't Matter

I don't think I'd be on my own if I described the London 2012 Olympics Logo as rubbish.

To add to that, consider this: the logo cost 400,000 British pounds.

Many 6 year olds could have done a better job for a free icecream.

The Logo Has Done It's Job

But the logo has done it's job. And it's done it's job for 2 reasons:

• many people think it's terrible
  
• it was so amazingly expensive

That has created a huge awareness of the logo and the 2012 Olympics and London as the host. That's what the logo is meant to do.

A logo isn't the thing that creates the branding.

Nike's logo cost $50. But when you spend hundreds of millions of $ promoting the brand (and the logo) the logo becomes incredibly valuable.

The Logo Isn't Important

That's where the London branding team has gotten it wrong. They think the logo is important. It's not.

It's everything about the business that gives the logo value.

So already the London Olympic Committee is perceived as arrogant, wasteful and just plain stupid. That's the branding for the London Olympics so far.

Brendon