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[07/20/2008]
Andrew Arntfield
"If We'd Done That" is an occasional feature of Open Field where we'll rethink and reinvent existing creative. Why? Because it was fun. And because we can.
London 2012 Olympics logo
Designer: Geoff Kendall
The London Olympics committee said they wanted a brand identity that would be embraced by youth, and that was vibrant, dynamic and inclusive. They state that their ambition was to "create a Games for everyone, where everyone is invited to take part, join in and enjoy the most exciting event in the world."
The London Olympics committee's solution was a $800,000 logo (shown at left) that generated strong negative reaction.
The logo achieved the opposite of its intentions. Its four separate digits communicate isolation and divisiveness rather than inclusiveness. And its transparently forced attempt at "youth appeal" is more likely to alienate that audience.
Meanwhile, the current call to action, "Join In" (shown at left), is a generic, uninspired solution for an event that is meant to spark imagination.
THE RETHINK
Our solution was to integrate the four numbers into an lively community of colour and shape. It speaks of cooperation and integration: a Games where everyone from the athletes to the general public joins together.
Our tagline recommendation is "All Together Now". It evokes the late 1960s, the height of the vibrant British cultural revolution. Who doesn't like the Beatles (except perhaps Heather Mills)? Even without the Beatles reference, it's a fresh, inclusive, memorable call to action.
We can even imagine the TV spots, with the British public and athletes from every country singing the Beatles song a la the finalé of "Yellow Submarine": "One, two, three, four..."
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