Wolff Olins's top man says that 'tasteful' is bland - and that the 2012 Olympics logo will work
Interesting, but is this just a design smoke screen? Arguing that negative reaction to a design isn't to be valued because the audience is too restricted by conventional 'taste' seems wrong. This may be true but does it show understanding of the audience and so the brief?
For something to be ground-breaking does it have to be tasteless? Just look through some of the other brands created by Wolff Olins for some great examples of why this theory holds no water. Surely Orange was innovative, tasteful and not bland?
