Wednesday, June 6, 2007

Now, without using Adspeak, I'll defend this.

The image to the left is the image that will be used for the 2012 Summer Olympics in London. There has been a lot of discussion in the news and sports worlds about this particular logo. Most people are, in fact, pissed about this logo. Many say that it reminds them of street art a/k/a graffiti, and that it is an eyesore. Others say that it is a defamation of the long, illustrious history of the Olympics. I say all of these people are wrong for one reason: Day-Glo.

To respond to the negative nellies in the crowd, this logo is totally legible and completely says 2012. I don't even have to think about it. It's right there in clockwise order no less. Those folks are clearly out of touch. They can probably remember Greg Louganis winning back in 1984 or Roger Bannister breaking the four-minute mile.

Old fogies aside, a lot of people are saying this new logo is ugly. I would maybe agree with them if this logo didn't use something that I completely love, which are day glo colors. The fact that this Olympics has taken on such a rave feeling is amusing for now, but it will soon become an outdated relic for its time, much like the new rave movement in England which has adopted the bright colors, a seeming meaninglessness of action, and never-ending partying that signified the past rave movement. But, like with the new and "old" rave movement, we should celebrate the vibrancy and image now instead of letting it be criticized and decried. We live in the now, not in the future, not in the past. Let's celebrate this logo in the now because it is cool and fun. We will wake up in 2012 and see this logo again. Some might wonder. Some might hate. I'll still like it because it will remind me of a special event and the spirit of that event: drug-fueled dancing in clubs and really bright colors. I don't just like that prospect. I love it.