What would you do

Slightly overdue on the 'my opinion on the Olympic logo' post, but a few events have occurred recently which has made me think about it a little more, and actually have an opinion. Ben Terrett did a really good summing up blog last year, though, that's probably still my favourite account of the whole thing. 

I guess after August we're going to be seeing a lot more of 2012 though, so here goes.

If you were asked to do an identity for a recurring event, I guess you've kind of got four options..

Option One, you could follow an established style, for example Modernism...

Option Two, you could use a style that befits the era...

Although with those examples, options one and two are kind of the same thing, aren't they?

Option Three, in the Olympics' case, you could do some sort of brush / woodcut thing...

... which also includes Greece. I guess this option is kind of the 'establishment' option. We fear change.

or Option Four, do something completely unprecedented, unique, and a little bit bonkers...

That's kind of why I like the 2012 logo, not because it's any good (which I'm in no position to judge, it's entirely subjective) but because it's brave enough and positive enough to stand up there and say "This is London in 2012 - confident, dynamic, fresh, modern and constantly pushing boundaries". 

I don't have any problem with that.

Also, it lends itself to treatments like this, which are rather lovely.