OUR HERO

I'm a Toronto-based video editor and animator, and have plenty of friends in the web and print design community. In particular, clients and colleagues will tell you I'm a font fanatic and enjoy the work involved in the design of a remarkable logo.

I've seen a lot of good ideas, questionable ideas, and some pretty funny ones. But in June of 2007 I was not alone with my concern regarding the official logo for the 2012 Olympic games in London, England. "Dynamic," "modern" and "inclusive" are all words that have been used to describe the official logo which you can read about here, but "confusion" and "anger" are also words that come to mind on sites like digg.  Even online petitions were quick to register tens of thousands of votes, but once it was clear the logo was here to stay, one petition graciously closed. "There is little point in damaging the reputation of our Olympic Games, that was never the intention". I agree.

However, there is still some head scratching across the globe amongst the design community. Of particular interest is the logo's £400,000 price tag charged by London-based brand consultants Wolff Olins, at the exclusion of some other popular designs.

In the spirit of playful parody along the lines of these alternative logo sites, I created this fictional 3D animated mocumentary, outlining the creative process as it may have applied to this particular logo. Enjoy!

Video offline for now.[COMING BACK SOON]