After looking at a good logo yesterday (Amazon) I thought it would be good to evaluate a terrible logo. I'm not really sure what the Olympic Committee was thinking (are they the ones who pick the logo?) but this is just a terrible excuse for a logo. The London 2012 Olympics should, and will be, an incredible event based upon uniting the world through sports. It is reported that the logo, designed by Wolff Olins, cost around $400,000. So what's wrong with the logo? There are quite a few things...
1) The share edges give the image a hostile feel. Rather than being a warm or inviting design, this is rough and mean.
2) It slightly resembles a neon billboard for an adult store.
3) I am still perplexed about the color choice. I mean, why not use the colors associated with the Olympic rings (blue, yellow, black, green, red)?
To me, this logo is a perfect example of how things can go poorly when you pay an exorbitant amount of money to a design firm. No logo design is worth that kind of money, and you often will end up with junk like this.
I decided that I wanted to take a look at company logos and begin evaluating them based upon design, meaning, etc. Seeing as how it is Cyber Monday, I figured that there would be no better place to start than with Amazon. For those of you who do not know the meaning behind the logo, here it is...The yellow line is to indicate the fact that Amazon brings smiles to customers. The arrow goes from A to Z, meaning that Amazon carries and sells everything from A to Z.
Although this logo is incredibly well known, I still can't get past the '.com' at the end. At this point in time, everyone knows that Amazon is an online destination, so why not remove the '.com' and simplify the logo? Also, I dislike the fact that the 'z' is curved at the bottom (where the arrow smile is) but not on the top. Use the same font, and don't try to get fancy.
Overall, I still think that the logo is brilliant in the simplicity and the fact that the smile is evident almost instantaneously. The arrow in this logo goes up there with the arrow in the FedEx logo (between the E and the X). Few people notice it until it is pointed out, but it carries an importance which 
makes the logo stand out above the rest.
After looking at a good logo yesterday (Amazon) I thought it would be good to evaluate a terrible logo. I'm not really sure what the Olympic Committee was thinking (are they the ones who pick the logo?) but this is just a terrible excuse for a logo. The London 2012 Olympics should, and will be, an incredible event based upon uniting the world through sports. It is reported that the logo, designed by Wolff Olins, cost around $400,000. So what's wrong with the logo? There are quite a few things...
