Now that the heat had died down, with even the most turtle-necked of designers coming around to Wolff Olins concept, its about time someone brought up implementation.
First a disclaimer: I actually really like the 2012 logo, and always have. WO have dragged the whole notion of brand identity kicking and screaming into the 21st century. Its 2D application, on busses, websites et al has been magnificent. It really works and proves London is (still just about) where its at.
But what about 3D applications?
A static, standalone corporate identity plastered on the side of a building needs to be confident, and I'm not sure Lisa Simpson does it. I've no idea how far along LOCOG are with technical signage guidelines, but its can only really go one of two ways.
Either they'll cling to the pink and yellow logo and London will start to resemble a box of french fancys or, and heres hoping, they will use the logo shape as dynamic window on the capital, letting product designers go nuts.
I'm thinking massive murals, striking glass totems and cuttings from material lab's dumpster. I'm think Brit Art inspired wayfinding systems, a thousand primary school projects and the worlds greatest environmental branding programme.
Sign design is daunting for a lot of people and there is a tendency to err on the side of caution i.e. implement one standard identity across all carriers. The UK has a wealth of product designers who will make the most of freedom offered by WO's 2D guidelines, as long as it is extended to 3D.
