My first impression was that it looks a bit like a Daniel Libeskind building – lots of shapes and angles, but hardly much to look at – and I don’t think there’s too much shame in admitting I didn’t actually realise what it’s supposed to be until I was told (everyone can see what it’s supposed to be, right? They’re numbers!).
I’ve been enjoying listening to some of the frustrating fanfare though. ‘Minister for the Olymics’ Tessa Jowell has tubthumped that the logo “is an iconic brand that sums up what London 2012 is all about!!!!”. What’s that then? Pink, cluttered and a bit messy? In the immediate aftermath, most of the media reports were all fairly full of wank speak too; no doubt lazy journalists with nothing to refer to but a gushing press release and a deadline to meet being responsible for the rather impartiality-free reports employing words like “bold” and “dynamic”. The verbal coup de grâce of today’s episode was perhaps delivered by former Olympic gold medallist Denise Lewis though, who, standing in front of the large logo, gestured to the large logo and gravely informed us that “this is not a logo”. “What is it? What is it?” the country clamoured collectively. “It is a state of mind, an attitude”. René Magritte would have been proud.
What really struck me though was the cost of thing. Apparently £400,000 has been lavished to get to this stage. That’s the equivalent to the GDP of India. Now, I’ve been doing some calculations, and here are my entirely speculative workings on how much this sort of thing should cost:
2 months wages for four creative consultants from some wanky agency - £20000
16 packets of Crayola Crayons for the four creative consultants from some wanky agency - £40
Sandwiches from Pret for numerous brainstorming sessions for the four creative consultants from some wanky agency - £180
Getting members of the public to attend focus groups at the wanky agency - £900
Lacklusture promo film - £8000
Printing costs and that sort of thing - £19000
Hiring a conference hall for this morning's unveiling of the logo - £10000
Total - £58120
Now that’s quite a deficit. They should have asked me really. I’ve not been too busy recently, and I would have gone to Greggs rather than Pret for my sandwiches and everything. Here’s my initial pitch
5 weeks ago