Paul Bailey, partner at 1977 Design, was another who was receptive to the branding’s potential when it launched, ‘I would be lying if I said that I was a huge fan of the logo in itself, but I did think that the approach had a certain energy and potential, and so was willing to give it time to develop.
‘The fact that it was far from an obvious response appealed to me; it could so easily have used clichéd national references.’
Bailey says that having seen the different brand applications, he’s still a fan of the brand’s ‘personality and energy’.
‘For all it’s faults – I’m not saying it is perfect – the brand environment for London 2012 has an energy and a distinct look. The fact that it doesn’t use stereotypical “British” references and also avoided design trends (remember this was launched in 2007) has been a big benefit to how well it works as a distinctive brand.’