Olympic logo...

The new logo (sorry, 'brand') for the London Olympics was unveiled today and it's so bloody awful, I feel compelled to write. Happily, there is a petition to change it already, but God knows if that will do any good.

What is it about designers and branding? As with management 'consultants' (most of whom have never even managed a coffee morning) if you ask the question: "Does this need changing?", you will get an affirmative answer, but that doesn't mean you should do it. Businesses like the Post Office and the NHS do not need 'branding' at all (people are going to use them anyway) and big companies like BA change things at their peril - making their appearance different does not generate customers, but it can drive existing ones away - tail fins, anyone?.

WRT the Olympics, we had a logo already, so changing it only serves to confuse. Changing it for a logo that looks like a couple have Clinton-style sex is just barking!