Wolff Olins: Epilepsy 2012 Film Not Us

london2012_sg_03.jpg

Earlier today, London Mayor Ken Livingstone was reported to have called on the London 2012 organisers to withhold payment from design consultancy Wolff Olins for their work on the 2012 brand after a film (above) showing an animated version of the logo had to be taken down from the 2012 websiite following complaints that it triggered epileptic fits. Only trouble is, we can exclusively reveal, Wolff Olins didn’t make the film.

But that’s about the only good news right now. In fact, it’s the only thing that Wolff Olins can say. The consultancy’s spokesperson told CR that “our client would prefer that we only talk off the record and for purposes of background only”. In other words, they’ve been gagged.

Which, given that the one thing that the situation is crying out for is for someone to come forward and explain what the identity is all about and what the £400,000 went on, seems ludicrously counter-productive.

One more thing, although we have serious reservations about the static logo as seen so far, when it moves it is altogether better - check out this animation (safe for epileptics, we trust) and you might just start to change your mind about it. Maybe.

20121.jpg

2012-2.jpg

2012-3.jpg

Comments...

that made me feel ill

Rich
06/Jun/07, 4:13 pm

I love this logo, yes its cheesy, brash, crude, but its a real grower. The confrontational nature and “nowness” of the design is its real strength. When you look at the pedestrian tripe of the Chicago 2016 logo it makes you glad that we live in a city that is willing to take some risks rather than create some garbage based on local landmarks. I really hope the powers that be stand their ground on this one and don’t bow down to the ill-informed mewlings of the general public and their cries of “I could do that!” “I don’t get it!” “how many hospitals could you build for that!” etc etc

AAA
06/Jun/07, 6:52 pm

While I’m almost as ambiguous about the logo as I am about the Olympics itself, it’s the retro 80s Smash Hits feel I dislike. I’ve seen the logo in outline and actually quite liked it. I do understand what WO tried to achive and sincerely hope that the logo in its current form is not meant to last the next five years and that it will be revisited as the Olympics approaches. However, Patrick states that “…the situation is crying out for is for someone to come forward and explain what the identity is all about…”, but surely isn’t a core detail of a good logo that it effectively communicates to a desired audience. If it needs an explainer, doesn’t that hint that it might not be working in the first place? Being neither young nor particularly interested in the Olympics (except the cycling) clearly puts me outside the audience it is designed for but if those with design savvy sit around pontificating while the rest of the country is up in arms, then the pitch is completely off the mark. While I agree that the “ill-informed” shouldn’t be pandered to and the last thing the design world should ever do is let The Sun or The Mail dictate the agenda, it is, however, the ill-informed that the logo has to communicate with. A poison chalace of a commission but WO should have seen this backlash coming.

Dubdog
07/Jun/07, 8:09 am

I went to the trouble of registering here in order to add that I too felt ill while viewing the animated website. Very odd and quite offputting, although, yes it at least seems more creative than the static logo. Also, yes… Smash Hits! Doesn’t come off well compared to the Chinese one does it?

gill
08/Jun/07, 12:18 am

I agree with Dubdog, the ill-informed general public are the target audience for this logo and if they are mewling then the work has missed its brief.

I take the point about the nowness and courage of the designers, but I’m a punter (although one with an interest/biased view) and I just don’t like it.

alnolan
13/Jun/07, 5:30 pm

Also! I note that the animation is missing from the Wolff Olins site as of 13th June. Anyone got a headache?

alnolan
13/Jun/07, 5:31 pm

I’m not from the UK, so it’s not my k£400.. If it were though, I’d protest vigilantly. I remember thinking way back, that the London 2k12 logo should depict agility and stability at the same time, in order to avoid invoking the issue of terrorist attacks.. This just makes me think “boom”.

Srđan Prodanović
01/Jul/07, 2:33 pm

Look, the Olympics suck. They always have. Why is the Olympics more interesting than a circus? Because it’s on TV, and it looks “official”. Listen, you brain dead fucks - a bearded woman swallowing a sword is better entertainment than some gay luge. This is how I feel. It is also how you feel too. When the athletes from the Olympics go home, they go to the fucking circus.

Beatrice Jenkins
19/Jul/07, 5:19 am

We made a short FICTIONAL film outlining the creative process at is applies to this particular logo. I tipped a reference to the epilepsy-inducing animation during the last few frames of the cartoon. Check out the link, above!

Rick Dolishny
11/Sep/07, 9:31 pm

…sorry, that was the link BELOW!

Rick Dolishny
11/Sep/07, 9:32 pm

Evening all,

The link to the ‘Safe for Epileptics’ version is actually dead now.

My daughter suffers with Epilepsy and I am not sure if these logos would trigger a seizure but it’s all just a massive drain on the government finances that could, as per usual, be put to better use. Immigration…

Anyhow…

I have set this blog up in an effort to find out more about Epilepsy, it’s effects on behaviour and anything else related. In a bid to help us and her better deal with Epilepsy and it’s effects on everyday living, I intend this to become a valueable resource to anyone else affected by the condition.

Please view this site and please leave any comments and pass the link on to your friends,

http://www.elliesepilepsy.blogspot.com

Dee

Dee
07/Oct/07, 6:59 pm

Post a comment

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

POST

Also from CR Blog...
Launch the Images of the Week Player
Subscribe to CR Blog

via RSSRSS Feed

Sponsored links

Code by Twelvenoon