The logo for the 2012 Olympic Games is hideous.  Not something I'm normally interested in, but I thought it fascinating that something of such little importance (in general, and to me) could generate such hype, and even an epilepsy warning.  Talk about publicity!

Commercial art is sometimes a contradiction in terms; not really art but a means of material persuasion (yes I'm splitting hairs), and largely disposable.  I understand its aesthetic value is somewhat questionable, but can be, regardless, quite good.  The logo for the London Olympics is not such an example.  It's not even obvious what it is, something I suppose is important when establishing a brand.

Commercial art is also frequently perishable.  Any meaning is gone once the company dies, or the event concludes.  Which makes statements about the logo a bit odd given how meaningless it will be by 2013.  According to the BBC, "'This is the vision at the very heart of our brand,' said London 2012 organising committee chairman Seb Coe."  Really?  Your brand is broken and in pieces, sort of what the logo looks like? 

Coe continues, "It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world."  Wow.  All that from a jagged picture.  Perhaps I misunderstand the power of art, or lack the ability to interpret an abstraction.  The logo certainly looks abstract, so it must be the latter.  But even more, I wonder at the self importance.  I'm a sports fan, but it's bullshit like this that makes light recreation a meaningless chore.  Sometimes people just want to watch a game, without thinking of the children, or inspiring the world.

Art can be meaningful.  But confusing artistic meaning with commercial purpose is disingenuous at best.  And to assign meaning where none exists, or where, like a grenade, it will cease to exist at a certain moment in time is just foolish.  In this case, assigning such important concepts as world inspiration and uplifting youth to the 2012 logo also assigns a time limit.  If the logo means that, then it also means the concepts are useless as soon as the Olympic flame over London is extinguished.