Brand Republic reports in an article published today that a marketing trends survey, conducted by Ipsos Mori for the Chartered Institute of Marketing (CIM), found that 57 per cent of marketers believe that the logo is not an effective design, including 30 per cent who feel strongly that it is ineffective.

 

Only 20 per cent of the 2,058 marketing professionals polled believe it is an effective design, the survey discovered.

 

The logo, which was designed by Wolff Olins and cost £400,000, was launched a blaze of criticism more than a year ago.

 

David Thorp, the director of research and information at the CIM, told Brand Republic: "The logo should communicate clearly an appealing identity for the Games, yet the UK's marketers are deeply sceptical about its ability to do so.

 

"With the public and marketing professionals set against it, those involved with the Olympic logo have a lot of work to do over the next four years to win them round."

 

The full article can be read at http://www.brandrepublic.com/News/833185/London-2012-Olympics-logo-ineffective-say-marketers/.