After 18 months, 40 focus groups and a secret operation worthy of Mission Possible-IV, London has finally unveiled the the mascots for Olympcs 2012. The one-eyed figures, called Wenlock and Mandeville (created by London-based creative agency Iris) are intended to capture the imagination of children and work as well in the digital world as they will in costume form at trackside in 2012. “Our brief was to create mascots that would excite and inspire young people and encourage them to get involved in sport,” said Grant Hunter, Creative Director, Iris London to the media. The mascots apparently pay homage to London taxis, by sporting a yellow light on top of their head, with an initial in the middle. While Wenlock is named after the Shropshire town of Much Wenlock (where, in the mid-19th century, the Wenlock Games became the inspiration for the modern Olympic movement), Mandeville’s name is derived from Stoke Mandeville hospital, in Buckinghamshire, (the birthplace of the Paralympic Games).
Design critics the world over are calling the mascots a “design calamity” and feel that thousands of pounds have simply been wasted on their creation. The controversy follows a similar row over the 2012 logo, which was unveiled in 2007 after organisers spent £400,000 on its design. Sebastian Coe, Chairman, London Oganising Committee, however, defended in public, “We’ve created our mascots for children. By linking young people to the values of sport, Wenlock and Mandeville will help inspire kids...” Really?
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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