Letter: Wolff Olins needs to face the media ...

In all this Olympics logo furore, where on Earth was Wolff Olins, the company which created the logo (8 June). The designers may well be renowned for amazing brands - apart from this one - and may think that they are not lowering themselves by joining the fray. But this strategy only demonstrates a woeful ignorance of brand communication and reputation management.

A rule of thumb in a crisis management situation like this is to face the media, accept that people will have differing views of your work, accept liability (if that is the case) for failing to get the appropriate Ofcom checks and, above all, apologise to people who have suffered epileptic fits from viewing your promotional video.

Be navel gazers if you will and rest safe in the knowledge that you have come up with a piece of work that is beyond its years - but by doing this you have come across as ignorant, arrogant and completely detached from your audience.

Lucy King, associate director, Buffalo Communications

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