As the conversation continues around the London 2012 logo, I can't help but wonder if a new logo is even necessary for each host city.
The 5 ring logo has been in existence for nearly 100 years and is known universally. The brand is solidly established, why start over? Couldn't the solution to this design problem be as simple as adding the city and year?
Seth Godin had further thoughts on the 2012 London logo debacle today.
The art of picking a logo, even one for the Olympics, has almost nothing to do with taste or back story. A great logo doesn't mean anything until the brand makes it worth something.As Seth plainly pointed out, a logo is meaningless until the brand has been established. That makes logos for "one time events" tricky things. With one time events, when does the brand become established? On a world-wide scale, probably not until the beginning of the event (at the soonest) - which is rapidly followed by the end of the event. So by the time your logo has real meaning, it represents something which is gone forever.
Why the huge exercise in futility? Merchandising, of course.