Last night I was indulging in a bit of telly (misnomer, that; we should just call it “jamieolivervision” and be done with it), and during the ad breaks I found my eye regularly drawn to a small glyph, which was instantly recognisable as nothing less than the stigmatised 2012 logo, emerging now on our screens in integration with its partner companies’ ad campaigns.

And the brand guidelines are strong with this one. At the bottom of my 17” monitor, at a distance of three meters and a height of roughly 600 pixels, any other logo would be filed by my brain as more of the commercial detritus littering my media intake and discarded before I had the chance to associate it with anything. However, the furore upon the release of the distinctive shape and the gargantuan swathe that it cut through the media last summer ensured that I clocked it straight away. Savvy bit of branding, that.

What’s more, I think it looks almost fetching with the EDF colour palette, and appreciate its visual flexibility. Once the painful recollection of the Style-Wars-on-Acid sample application video has been eroded from my memory bank, I may even grow to like it.

So, hate it or, erm… hate it, the 2012 logo is hard at work. I dare you not to notice.

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