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What Does The London 2012 Olympic Logo Prove?
By Naseem Javed, President, ABC Namebank

There is an increased numbness of today's global consumers to overly-burdened, noisy advertising. This twisted and created hype that is often labeled as logo-driven branding exercises would eventually shut off the minds of future customers.

That there is absolutely nothing wrong with the new London 2012 Olympics logo, but there is something seriously wrong with the logo-driven branding industry at large, as this new logo clearly proves that as we approach 2012, global society will not respond to conventional logos or graphics, but only to these kinds of insignificant, dysfunctional and obscure design works which will eventually become branding norms throughout the world. This clearly proves the lingering demise of the logo-branding industry.

There is an increased numbness of today's global consumers to overly-burdened, noisy advertising. This twisted and created hype that is often labeled as logo-driven branding exercises would eventually shut off the minds of future customers. This release of the London logo, half a decade prior to the 2012 games themselves, has realistically captured the essence and portrayed the future demonstrating the miniscule value of the logo.

Let's face it, first of all in this hyper-accelerated society, the logos are almost dead. Fifty years ago, customers remembered the logos of IBM or Chevrolet, which presented uniquely mind grabbing graphical ideas by compressing their images into extremely sharp messages emulating simple vibes via powerful symbols. Not today, pick up your top ten companies and try to remember their logos and ask yourself if they really have an impact. With one million new logos a month being invented by the computer savvy, small business armies of ever growing nations like India and China, only the very na

Naseem Javed, author of Naming for Power and also Domain Wars is recognized as a world authority on Name Identities and Domain Issues and he is the President of ABC Namebank ( www.abcnamebank.com ) with offices in New York & Toronto. e-Mail him your URLs or current business names for a complimentary evalution. This analysis is serious business, so please identitfy your job title and background information on your company and the use of that name. All correspondence is confidential. e-mail: nj@njabc.com

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