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The London 2012 Olympic logo: Officially hideous

Philip Barron: The United Kingdom learns why you should never give a committee £400,000 to do anything.
 
 
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If someone blew up Nelson's Column in the middle of Trafalgar Square and then applied garish spray paint to the rubble, the result would be something not unlike the newly-unveiled London 2012 Olympic logo.

The jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games.

The word London and the Olympic rings are included in the first two digits of the new logo.

"This is the vision at the very heart of our brand," said London 2012 organising committee chairman Seb Coe.

Ah! The fragments represent numerals! 2012! And the logo is designed to "evolve" over time, perhaps more clearly revealing the date. Dynamism! Modernity! Or, uh, something.

Moral: Never give a committee £400,000 to do anything.

Philip Barron is a St. Louis writer and author of the blog Waveflux.

 
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