According to BBC News, the logo of the 2012 Olympics in London was created to reflect ambition, interactivity, and youth. It falls short of all three, while giving the everyday viewer a mixed message about what the Olympics is really about. The host city's name reflects this confusion, inserting smooth sans-serif o's into an ornamental and jagged "London." The entire word is in lower case, as if to de-emphasize London's importance. Even the trademark 5 interlocking rings are small in comparison to the blocky and confusing bright pink and yellow figures. I found myself asking "How does this logo appeal to younger people?" When it comes to the Olympics, a logo should reflect the culture of the host city and the international sentiment behind the games themselves. The 2008 Summer Olympics in Beijing typify this. The fond is an ornamental oriental one which clues the viewer in about where the games will be held, as well as what culture will be stressed during the games. The Chinese emblem-like logo reinforces the font, not undermining it like the bright mess that the London logo brings to the table. Finally, the interlocking Olympic rings are shown below the font, but don't appear lost in comparison. (source-http://www.bbc.co.uk/london/content/articles/2007/06/04/2012_new_logo_feature.shtml)
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