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London 2012
Posted Colin Byrne on June 5th, 2007 | Filed under Current Affairs, Public Relations
The PRs are getting it in the neck again. ‘PR disaster’ screamed the Evening Standard over the unveiling of the new London 2012 logo, despite the fact that the logo was designed by a brand consultancy.
Of course if your initiative attracts reams of bad headlines and coverage, and thousands of people take to the blogosphere as ‘badvocates, fuelling yet more media coverage, it could be described as a PR disaster I suppose.
Actually I understand what Wolff Olins are trying to do, as summed up by their quote in The Times which talks of brand savvy people, especially young people, who no longer relate to static logos. Whether that makes their Keith Haring-like effort the right non-static logo is a matter of taste and debate. But the truth is the Olympics need to excite young people and get them to support and identify with – and maybe take a lead from in terms of their own involvement in sport – this fantastic London event.
At the same time it needs to take existing stakeholders with it. No different to the challenge that faced the Daily Express a few years ago when it decided to pitch for new readers but lost a lot of its existing ones, or New Labour or Cameron’s Conservatives – the balance of enlisting new stakeholders with keeping existing ones happy.
I think advocates will rally, but the sniping will go on. At least we are talking about it. But don’t blame it all on the PRs.
June 5th, 2007 at 12:45 pm
[...] can’t do this by old school PR spin. Engagement and discussion directly with the public (advocates especially) will claw the credibility back. The Beijing games should help too. The games will be a [...]
June 5th, 2007 at 3:27 pm
[...] » Blog Archive » I like it Byrne Baby Byrne » London 2012 gapingvoid: "cartoons drawn on the back of business cards": 2012 olympic "brand [...]
June 9th, 2007 at 6:49 pm
Surely it is a PR disaster for the corporate reputation of Wolff Olins?
How can it be anything else?
http://ameliatorode.typepad.com/life_moves_pretty_fast/2007/06/the_retroghetto.html
May 26th, 2008 at 10:31 am
[...] Colin Byrne offers an intelligent review. [...]
December 8th, 2008 at 8:14 pm
It breaks ground with former Olympic logos.
O.k., it´s shocking and is said to appeal the next generation.
I would have done it better for sure!
What I dislike is that the edgy/aggressive forms remind me of German dictatorship symbols, namely “SS”. That´s what I would avoid!!!