I joked previously that whatever rules used to be followed in advertising really aren’t anymore. Especially the one about a logo being off-limits when it came to alterating it. Google being one of the more notable examples with most of their holiday-specific variations. In a related story, HJ sent me a NYT link about how the oft-maligned Olympics logo created by Wolff Olins will also allow its sponsors to add their own branding to it as part of the With apologies to committee director Seb Coe though, the brand is the Olympics itself, the logo merely a manifestation of that.
Regardless, traditional sports promotions dictate that a sponsor gets to include the event logo in with their marketing efforts without altering it, even if the logo is a line extension of the main brand like the 2012 version. The article also goes on to discuss other WO logos for their clients as being equally flexible. Usually, some time needs to pass before considering changes to any logo, even that one, so that it has time to index itself in the public’s collective mindset.
Good to see the open source mindset take over everything though. No matter what else evolves however, it’s clear when it comes to the 2012 Olympic logo, at least one rule was still obviously followed:
Take a boadload of money for a logo you should’ve been honored to do gratis. (Or at last donate the fee to the poorest member countries of the Olympics to help fund their teams.)
Tags: Olympics 2012
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