We’ve already been using the letters WTF to describe the London 2012 Olympics for over two years, but let’s continue the trend, shall we.
The Olympic pictograms — you know, those airport-signage-looking icons to describe each event without the use of words — have been revealed. And by my eyes they are shockingly ordinary, conventional event. And therein lays my WTF observation.
With such a, um, unique logo, we’d expect the pictograms to match and be likewise shocking and bizarre. But alas, these have been watered down to the point of being functional.
There are actually two versions of the pictogram set. The first, pictured above, are the one-colour, solid versions. The second, are composed of a series of lines, interlocking and branching out. Supposedly, it’s vaguely resembling the iconic London Tube Map, but that’s a stretch, if you ask me.
Like the logo and identity itself, the pictograms start to make more sense in context, and when decorated in the colours of the London games. There are several photos, and the above images, on a post from Creative Review.
The whole thing smells fishy because it reminds us all how fucked up the logo is. I know this is all been said before, but as the overall branding system and design applications emerge, we’re seeing it become more and more what it should have been: conventional, but with a distinct style of art direction. Will the logo prove to be the conspicuous blemish on an otherwise tidy branding programme?