MEDIA: WHAT THE PAPERS SAY; Identity crisis for new London logo

The launch of London’s new logo failed to excite the national media. The Financial Times gave it one brief paragraph, while the Daily Telegraph cropped the visual so badly that it lost essential elements of the design.

The launch of London’s new logo failed to excite the national media. The

Financial Times gave it one brief paragraph, while the Daily Telegraph

cropped the visual so badly that it lost essential elements of the

design.



Under the heading ‘Atrocious’, a pundit described it as ‘hideous,

witless, feeble and ineffective’. Clive Hobbs, head of the London

Tourist Board, and the logo’s creator, Laura Haynes of Beresfords, were

left to defend the design as showing ‘vitality and optimism’ linking

heritage with a more contemporary image.



Further criticism came in letters to the Evening Standard and the Times,

one making the political point that London has no elected authority and

two letters pleading on behalf of student dancers (the logo was said to

resemble figures dancing).



In contrast, six trade magazines came out fundamentally in support, both

of the design and the pounds 8 million marketing initiative it heralded.

However, as the opening salvo in a serious marketing campaign, it must

be said that it caused barely a ripple of interest.



Evaluation and analysis by Carma International. Cuttings supplied by

Standard Press Analysts



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