"So hideous hate this hate that rubbish horrible shoulda woulda coulda ugh blah blah"
Come on, people!
Remember when the brand was unveiled and everyone exhausted the thesaurus entries for 'ugly' and wanted to gouge their eyes? Admittedly I myself was taken aback my the pink-and-blue colorway at first, but I thought the core concept was very clever. I wondered how the rest of the look would turn out, holding on to the notion that if there's any city in the world that can pull this off, it would be London.
And now, almost five years after the launch, it's all coming together nicely -- the pictograms, the look, the uniforms, even the architecture of the venues. It has definitely aged well. It looks so current and unified compared with those of previous games. It doesn't have that generic "swishy swashy doodly curvy blotches set in the 8-color crayola palette with some tropicana variation sometimes" look that is so typical not only in the Olympics but in other similar events as well. The influence of the look is palpable, too -- how many infills and geometric motifs have we seen in the fantasy logo and bid competitions here?
The Team GB uniforms are awesome as well. The general opinion is that it's not British enough. Why, if that's the case then we might as well make the athletes wear something like this:
Which will match the logo that everyone feels is the right one for London:
That will inspire the look of the games, too!