Everyone seems to be freaking out about about the new London 2012 logo. (The Guardian’s got a typical emotive article here) If the length of the comments section is any sort of guide, it seems we’ve become a nation of design-savvy branding experts, provoked into extreme reaction (signing ‘online petitions’ and the like)

Well they (you) are all wrong.

Call me contrary, and this is pretty much the dictionary definition of the word, but the more people slag it off the more I like it. You could bring the subject up with almost anyone in London today and would get a response-that’s brand identity baby. It’s radical and edgy (within the context of olympic design) and says to me London is confident enough not to have to conform to any traditional staid olympic stereotypes but rather it will take the event and reform it in it’s own image (which is what culturally London has always done).

And it doesn’t care what you think-that’s what makes it great.

If it did it would be the blandest thing in the world (like the last four have been)-it would be the boring, sterile result of dick-blunting focus groups and would a) be saying nothing and b) have no-one talking about it (cause they wouldn’t care).

So well done to all concerned for having a pair.

And don’t be troubled by people who take part in online petitions-they are weak.

ps talking of people singlemindedly doing their own thing.

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hard left and heavy.