A jigsaw puzzle

A jigsaw puzzle? A broken swastika? A toileting monkey? These press descriptions of Wolff Olins’ 2012 London Olympics’ $800,000+ logo all express disappointment or worse. Sir Patrick Cox, the creative director for Wolff Olins explains that, “London won the 2012 bid when Paris and New York were the clear favorites…by saying the Olympic brand needed to change.” At this point it seems doubtful many will grow fond of Mr. Cox’s attempt at an irreverent, multicultural logo designed to attract a technology-loving young audience in alternating pink, blue, green and orange variations. They may agree, however, that his logo does effectively express his sentiment that the time is right to “decide against good taste”. What do you think?

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