Majority of UK public want new 2012 Olympic logo

by Nikki Sandison, Brand Republic 29-Jun-07, 09:00

LONDON - Following the unprecedented public and media backlash against the London 2012 logo, some 80% of people think that it is a waste of money and 56% think the logo makes Britain look foolish, according to a new survey.

The survey shows that there is a widespread belief that the controversial logo, designed by Wolff Olins, should be scrapped and redesigned.

Only 8% of the 1,600 strong sample, which was polled by research agency YouGov on behalf of branding specialist Superbrands, admitted to liking the logo, while the majority (65%) either dislike or hate it.

Stephen Cheliotis, chairman of the Superbrands Councils, said: "In many respects the logo was original and innovative however, the bold design was always going to create controversy and alienate a significant number of people. With time we envisage that it will grow on people but clearly at present the bulk of the British public dislike it. Personally, I think it is hideous."

Earlier this month, the London Organising Committee of the Olympic Games was criticised when it was revealed that it appointed Wolff Olins without seeing design ideas because none of the four shortlisted agencies had to submit examples of their proposed Olympic logos. The logo took Wolff Olins around a year to create at an estimated cost of £400,000.