Wolff Olins’ work on London’s 2012 Olympic logo has been the topic of many debates on logo design. Initially I thought flasback to the 80′s! Then I thought wow no gradient reflections, no faux 3d with highlights, atypical color choice, he’s breaking all the rules and all the current trends. I think for that reason alone I love it, I’m curious to see it integrated with marketing materials, that should be some challenge.