London Olympics' Hot Pink Mess Logo Fails With Millennials

London’s 2012 Olympic logo can’t catch a break.

Debuted to a collective groan two years ago and likened to a Nazi swastika, the embattled hot pink logo is now the bane of existence to the firm hired to market the summer games. “For us, it is irrelevant whether we like it or not,” said Brett Gosper, chief executive of McCann Worldgroup in Europe.

Marketers at McCann Worldgroup must incorporate the logo into all aspects of the Games' promotional materials, including the official website and all digital media, as well as sell the Olympic mascot and tickets. While they would prefer to work with a more widely appreciated logo, they accept it as a widely recognized symbol for the games. "It has huge impact and awareness," Gosper said. "It is famous or infamous. I don't think it's a bad thing."Continue reading...