I was taken aback when I first saw the London Olympics logo, but really, it has to be recognizable from 1x1 inch upwards, will most likely appear even smaller on merchandise like your favourite soft drink, and will change over time as the Olympic colours are added.
It seems to go outside the comfort zone of a lot of people, but since when is that such a bad thing?
And looking back at the catalog of cookie cutter creations that came before this, it isn't a terrible shock to see that this design is getting lambasted. It certainly doesn't fit the status quo. And the webpage setup for the logo's introduction is a glowing nightmare. It doesn't exactly frame it in the best light but it is very "in your face".
What I do find surprising is the contempt and lack of contemplation on the part of many. I can see why people don't like it, but in terms of challenging peoples' expectations it fits in nicely with what I know of London.
Links:
Official webpage
BBC Sport: unveiling
Guardian Unlimited blog
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