2012 Olympics logo ineffective say marketers

The latest Marketing Trends Survey from The Chartered Institute of Marketing, conducted by Ipsos MORI, has found that marketers are overwhelmingly sceptical about the effectiveness of the 2012 London Olympic logo.

The survey, released last month, revealed that marketers have serious doubts about the effectiveness of the 2012 logo, with nearly three-fifths (57 per cent) believing it is not an effective design – including 30 per cent who feel strongly that it is ineffective. Only one in five believe that the 2012 logo is an effective design.  
 
Commenting on the findings, David Thorp, director of research and information at The Chartered Institute of Marketing said; “The 2012 London Olympics is a fantastic showcase for the UK and the 2012 logo needs to reflect this. The logo should communicate clearly an appealing identity for the games, yet the UK’s marketers are deeply sceptical about its ability to do so. With the public and marketing professionals set against it, those involved with the Olympic logo have a lot of work to do over the next four years to win them round.”
 
The Institute is set to publish an Agenda Paper on Marketing the Olympics: the event that dare not speak its name in September, which looks at the opportunities for marketers and the restrictions placed upon them by the Olympic Act.