More interesting than today’s reveal of the London 2012 Olympics logo, is the story which crept out late last week that LOCOG is in negotiations with the IOC to create a ‘community’ or non commercial logo for sports and cultural projects.
The idea is innovative and necessary. The five rings are available only to the ‘big boys’. Inspiring as they are, they are the property of the international associations, the powerful corporates and the sporting elite.
A new, 2012 ‘community’ brand will allow ‘ordinary’ people to ‘feel’ part of the Games by association. It could be a rallying point for consumer interest and participation by being a more intimate, local, accessible symbol of the best of everyday sport and culture. It will also give Governing Bodies, including those who fear the Games may squeeze them financially, a new asset to build social, commercial and marketing value. Let’s hope that LOCOG is succesful. It’ll be a tough battle to find a brand and identity close enough to have a valuable association without messing with the value the main sponsors have bought into.
If they do then they’ll be a step closer to building a new fellowship of the rings.