If there was one thing down the years that we British have been good at it its running. We have produced some wonderful track and field stars from Seb Coe to Linford Christie and a whole host of others in-between to come back home with Olympic medals. Today, however, I’m struggling to recognise our athletic talent never mind pin any hope on Olympic Gold.

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Whenever a new logo comes out for an event, you can bet there will be a commotion about it. The latest unveiling of the Olympics logo for 2012 demonstrates this perfectly and it’s always a best bet that it will be fast getting right up people’s noses.

Why?

I’ve chatted to a number of friends and people met through business and the general feeling of the graphic design industry is that it’s full of arty-farty designers who charge an absolute fortune for something that a school kid could have done with a paint pot and a water pistol!

It’s my view that a logo should say something – this one just doesn’t. I’m at risk of sounding pretentious here, so let me say that I am certainly no artist but – I can stand back from  a piece of art and just try to let it work on me, Do I start to feel something from it? Does it give some type of subliminal message? Does it just feel right? Again, this Olympic Logo just doesn’t.

London has so much to offer and be proud of and this logo doesn’t demonstrate that. To me it’s just a flat, dull picture that has tried to be clever with simplicity but just doesn’t get it. Remember the British Airways redesign in the 90′s? That didn’t last long. I’m not sure if this one will either.

We can do so much better