Ariel Guersenzvaig, PhD

Mi amigo Martin Hansen (el mismo de las salchichas con judíos), me dice lo siguiente por mail acerca del logo/marca de Londres 2012:

1. All these critical voices show that the world still think of identities as logos, and a lot of the critisism exposes peoples fear of the new and lack of understanding of branding. My point is: If the product is amazing, you’ll buy it whether you like the logo or not. Knowing Wolff Olins, they will implement the brand very, very well.
2. The Olympics Games are dead. The games can no longer compete with the Football World Cup in terms of attention. In the Western World it’s no longer a novelty to see the cultural diversity of the Olympic Games. There’s been exposures of doping, bribery cases and sponsorship fraud. It’s no longer a national showcase, but a money making machine.For this reason, I think the whole idea of the Olympics needs a new direction, and therefore a new brand too.What I do like about the 2012 logo is that it’s not cute. It’s not a stereotype of a city. It’s not inclusive, safe, boring. And it doesn’t shout merchandising and money. It’s brave, energetic, single-minded – a big fuck you to the wishy washy logos of the last many games (Sydney 2000: a running dude made out of boomerangs and the opera house… come on).

Martin es un ex-Wolff Olins y uno de sus últimos trabajos es el rediseño de la identidad corporativa para Bankinter (con Saffron).