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2012

From: Philip Penlington,
director, Fotorama

  

Date: December 2011 

 

Subject: 2012

Considering that a staggering £400,000 was spent creating the London 2012 Olympics logo (“Hotspot”, November/December 2011, p7) it is surprising that LOCOG is not encouraging more organisations to use the symbol. Instead it is deterring marketers from helping promote the Olympics by its inflexible attitude to use of the rings. The icing on the cake was when LOCOG banned the ladies of the British Sugarcraft Guild from using the Olympic rings in a cake decorating competition.  
Instead of looking like a fun, relaxed and enjoyable experience, the London 2012 Games are increasingly coming across as rigid and an unattractive prospect for potential business associates and marketers.

While I appreciate the need for the Games to protect its brands and deliver results for its sponsors, surely this approach to implementation is also damaging London 2012’s image and its efforts to win the hearts and minds of the public.

 

 

 

 

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