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 2012 London Olympics Logo in dispute by Iran03.02.11 at 10:24 AM by Sara TackThe 2012 London Olympics logo has been controversial since it's inception - starting with the rather cool acceptance from the design community, even though it was designed by well-known London based agency Wolff Olins. Truthfully both the 2012 and the 2014 Olympics Logos are not the best we have seen in recent years. So much so that I had my Design for Brand Identity class at Rensselaer take these on as redesign projects last spring with some great success, but I digress.
Two days ago I first read on logodesignlove.com that, the secretary general of Iran's National Olympic Committee stated that Iran sent a letter to International Olympic Committee president Jacques Rogge. The letter claims the 2012 logo spells "Zion," a 3000 year old term referring to Jerusalem and by association the ‘land of Israel’. According to Wikipedia, "Zionism" is a Jewish political movement that, in its broadest sense, has supported the self determination of the Jewish people in a sovereign Jewish national homeland. Iran is threatening to boycott the London Olympics unless the logo is replaced. Other news reports claim that the presence of other Arab countries in 2012 may also be in jeopardy. The response from the London Olympic organizing committee stated that the logo ‘was launched in 2007 following testing and consultation. We are surprised that this complaint has been made now.” An International Olympic Committee (IOC) official said, “The London 2012 logo represents the figure 2012, nothing else.” If you were following the design blogs a few years back people referenced the logo resembling anything from a swastika to a sexual act. A headline from the Guardian UK read “Edgy symbol of digital age or artistic flop.” Be that as it may, good logo or bad logo, does it spell the word Zion? How far should we, as international marketers of travel and tourism, test our brands prior to release? Does Iran or the Arab world have the right to ask for a redesign? Should the 2012 Olympic Logo be redesigned? If it is not redesigned, this situation won’t likely go away. The logo will be associated with the bad publicity whether it spells Zion or not, and come 2012, I suspect Iran will continue creating the media blitz. From anger over the logo to fear of terrorism, tourism numbers for London 2012 will surely be at risk.
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It never cease to amaze me the Arab Worlds over-sensitivity and ability to interpret everything the wrong way. The logo has been created in a spirit that absolutely means no disrespect. Righteous anger and indignation is always a makes a good whip. But a culture with so many restrictions is bound to run into problems in a Global World. We need more tolerance then we are better able to understand each other and make room for everybody - isn't that what the Olympics is about?
Well said Claus. I do hope the Arab world and the Iranians will back down on their position and participate in 2012. I haven't heard any more uproar but I suspect these countries are a bit sidetracked with the revolutions taking place in northern Africa. The 2012 Olympics will certainly be an interesting one.