Seth Godin posted two great articles on his blog about the new 2012 Olympics logo. For those of you who don’t understand the logo, it’s a psychedelic 2, 0, 1 and 2 with the host city’s name and the Olympic logo. It’s hard to see at first, but like an optical illusion, once someone tells you what it is, it all makes sense. But was it worth the $800,000 they paid for it?
My answer, which matches Seth’s, is no way. That’s an absurd amount of money to pay for a logo. There are companies out there making ridiculous amounts of money on logo creation, and I think that’s plain robbery. A logo is just a tool to represent a brand. It’s not the brand nor is it the promise that goes along with that brand.
While marketers want their company’s logo to help communicate that promise by appropriately representing their brand, the logo is a by-product of the brand and the marketing strategies used to develop and promote that brand. Of course, the ultimate goal is for a logo to drive recognition of a brand promise, but until the company behind the brand makes the brand mean something, the logo is meaningless. In this case, until the 2012 Olympic Committee makes these Olympics mean something, the logo won’t be much more than a symbol and will probably be forgotten shortly after the closing ceremonies of the games. Bottom-line, I think that $800,000 could have been used more effectively.
What do you think? How much is too much to pay for logo design?
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