Liddle Britain

You get the Olympic logo you deserve

9 June 2007

In the case of the 2012 Olympic Games both Wolff-Olins and the Prime Minister are trying desperately to tell you that the whole event is really nothing to do with athletics; that’s why that bloody word ‘inclusive’ crops up so often. (If the Olympics is truly inclusive, then would it be OK if I ran in one of the 400 metres heats? I’ve always rather fancied my chances.) Tony Blair has already said that he believes the Games should inspire people to change their lives. The Wolff-Olins film (which you can see on their benighted website) does not show wonderful athletes running and jumping and throwing things, it depicts instead browbeaten members of our ethnic minority and disabled communities struggling, in a very real sense, to come to terms with their daily struggle for existence, uplifted a little (not too much, obviously) by the Olympic Ideal, whatever that might be.

The notion that the Games might be a chance for us all to see brilliant sportsmen in action and thrill to the achievement of dedicated and talented individuals is here utterly subverted; the Olympics isn’t about any of that. It’s about ordinary people — quite miserable ordinary people, come to that — doing ordinary things, like riding a bicycle for a few hours every day. In other words, Wolff-Olins has rebranded the Olympics to mean exactly the opposite of what it was intended to mean. Not bad for £400,000, I suppose, all things considered.