...ruffles...

As someone who has been on the receiving end of those ‘a child could have done it’ accusations regarding design work, I have some sympathy with the people who came up with the London 2012 logo.

Of course, theoretically, anyone with fingers can create an image. Rulers are useful for straight lines, compasses good for circles and curvy bits, and your itty bitty fingers are good for when you want to get all freestyle on yo’ hairy black ass.

But in the end someone has to make a decision about what it is they’re going to put on that bit of paper that encapsulates everything there is to say about London, Britain, Olympic-ses, and a whole heap more.

A true waste of money would have been something hideously conservative and corporate. Pretty much anyone with a copy of Quark or PhotoShop can produce a logo, and most will do it for some way under say, £250,000; so to spend £400,000 on something nondescript and vanilla would have been worse than being brave and taking a risk.

Where a good designer is worth his salt is in the thinking behind the logo – and how it might be applied and I trust whoever it was who came up with the thing has thought this through. In time we will, if not love it (how many logos do you truly love?); recognise it; which is ultimately what it should do.

Aside from the aesthetics, there’s been some criticism of the video that accompanies it. GMTV were screaming about the millions of epileptics who have been slain by the flashing lights and colouring. I don’t know, I’m not sure it’s quite been quite the cull they’re claiming, I mean, it appears to have taken its inspiration from the opening credits of Going Live and I don’t remember that being a problem.