Mmm… time to let the work experience school kid go, and bring the proper designers back?
See the list of links on the left side of this page for some of The Guardian’s coverage of the London Olympics logo.
Here’s the latest – a report on a survey suggesting the logo hasn’t hit home with the group it was supposedly aimed at:
Almost 70% of 11- to 20-year-olds dislike the youth-targeted London 2012 logo, according to a study.
The logo, which aims to tap into the youth market with a multimedia design, has come in for heavy criticism since being unveiled last week.
Now, a Q Research survey focusing on the core market London 2012 is hoping to attract – 11- to 20-year-olds – has found that 68% of respondents said they ‘hate’ the design, with more than half saying it was because it did not say anything about the capital city or the UK.
While 75% of the 431 respondents said they were ‘excited’ about the Olympics coming to London, just 30% of 11- to 16-year-olds and 35% of 16- to 20-year-olds said they ‘loved’ the new design.
The survey group was asked why they thought so many people do not like the new logo, supplying a response from a list of four answers.
In responding to these options, 30% said it was because the design ‘doesn’t say anything about the UK’; 24% said it ‘doesn’t say anything about London’; 32% simply said it ‘wasn’t a very good logo’; and 14% thought it was because adults do not understand it.
A second question asked if the logo – designed to be usable online – actually looked better in print or on the internet.
In reply to this question, 30% agreed that it looks better online, with just 11% saying it looks better printed in magazines, newspapers and posters.
‘We were pleased to see more than three-quarters of the young people we surveyed were excited about the Olympics in London,’ said the Q Research executive chairman, Dr Liz Nelson.
‘Our survey respondents had clearly given the matter of the logo itself a lot of thought, and their comments showed quite a sophisticated level of understanding design and marketing and its purpose.
‘For instance, more than half of respondents said they didn’t like the logo because it didn’t say anything about London or the UK.’
The survey asked a range of questions of 11- to 16-year-olds and 16- to 20-year-olds between Friday and Sunday.
Views were largely negative in an ‘open-ended’ response part of the survey, where respondents said what they thought about the logo.
One respondent, Lee, 15, said that it looks ‘like a kid made it’ and that while the ‘designers thought it would attract MTV viewers it doesn’t’.
This contrasts with supporter Tamsyn, 15, who said: ‘I think it’s a brilliant way of introducing the newer generations to the Olympics because it’s quite a modern design.’
Several respondents were also concerned with the fact that it cost £400,000 to develop.
Seventeen-year-old Matt said it ‘makes London look like it has no design talent to do the promoting’.
However, Caron, 17, took a much wider long-term view of the whole logo issue: ‘It doesn’t make a difference, the Olympics in London is an amazing thing.'”
(Via The Guardian.)
Incidentally, I saw the logo printed in The Guardian yesterday and found myself thinking ‘meh, it looks okay’, but then I looked again and realised that I was mistaking familiarity with enthusiasm. I suspect this is what supporters of the logo are doing too. Saying we’ll ‘get used’ to it is hardly a ringing endorsement. I might get used to a boil on the back of my neck, doesn’t mean I want it there.
A segment of animated footage promoting the 2012 Olympic Games has been removed from the organisers’ website after fears it could trigger epileptic fits.
Prof Graham Harding, who developed the test used to measure photo-sensitivity levels in TV material, said it should not be broadcast again.
Charity Epilepsy Action said it had received calls from people who had suffered fits after seeing it.
Organisers London 2012 said it will re-edit the film.
The new logo for the event, which is a jagged emblem based on the date 2012, was unveiled on Monday.
A London 2012 spokeswoman said the health concerns surrounded a piece of animation shown at the launch, which was recorded by broadcasters and put on the official website.
Emphasising that it was not the logo itself which was the focus of worries, she said: ‘This concerns a short piece of animation which we used as part of the logo launch event and not the actual logo.’
She said the section of footage concerned showed a ‘diver diving into a pool which had a multi-colour ripple effect’.
The spokeswoman said: ‘We are taking it very seriously and are looking into it as a matter of urgency.’
Prof Harding is an expert in clinical neuro-physiology and he designed a test which all moving adverts need to undergo to check they will not trigger a reaction in people with epilepsy.
He told BBC London 94.9FM: ‘It fails the Harding FPA machine test which is the machine the television industry uses to test images.
‘And so it does not comply with Ofcom guidelines and is in contravention of them.’
Christopher Filmer rang BBC London 94.9FM to say he suffered a seizure while watching the footage on television and his girlfriend also suffered a fit and needed hospital treatment.
‘The logo came up on TV and I was thinking about the 2012 Games and then I was out,’ he said.
Epilepsy Action said the images could affect the 23,000 people in the UK who have photosensitive epilepsy.
It said it had even triggered breakthrough seizures where people have a relapse after being seizure-free for a long time.
A spokesman for the charity said: ‘The brand incorporates both the Olympic and Paralympic Games, which is ironic as the latter is a showcase for athletes with disabilities.
‘People can strive for years to gain seizure control and it is important that nothing puts this at risk.’
(Via BBC News.)