
Oh. Jesus. The Horror.
It seems that for their £400,000 fee (!) branding consultacy Wolff Olins went and hired some twat from Horeditch who otherwise scrapes together a living designing self-consciously retro flyers for Klaxons gigs.
I guess its supposed to be fresh and dynamic and "down with the kids"... but it's just plain stoopid, a horrible trendoid schtick that already reeks of early 2007.
And if you think it is cringeworthy now, just wait till 2012 when it will look like a sad relic of a quickly-forgotten retro-circa-1988-flavoured youth revival.
Still, it does go very nicely with the new British Olympic team uniforms:
*UPDATE*
some clever clogs has whipped this up (probably in much the same amount of time as Wolff Olins spent on the original):
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