How does the London 2012 motto ‘Inspire a generation’ compare to previous Olympic offerings?

A flower arrangement at Kew Gardens creating the Olympic rings

It is 100 days until the start of the London 2012 Olympics – and to mark the occasion, organisers launched the motto for the Games: “Inspire a generation.”

It was revealed by London 2012 chairman Sebastian Coe at a launch event at London’s Kew Gardens earlier today.

He told a news conference: “I am delighted to announce the motto ‘Inspire a generation’. With 100 days to go to the start of the Games, millions of people are getting ready to do the best work of their lives and welcome the world this summer. Expectations are high and we won’t disappoint.”

Yet despite Coe’s assertion that the Olympics “won’t disappoint”, the reaction to the “Inspire a generation” slogan would suggest it already has.

Here are a few (not entirely negative) Tweets:

@david_conn Not cynical, just a sad fact: the Inspire a Generation Olympics – so far – have mainly inspired my kids to want more Cadbury creme eggs

@JakeReesMogg The Olympics motto is to be: “Inspire a generation”; which frankly sounds more like two team names on The Apprentice sharing a lost article.

@jonathanliew  ‘Inspire A Generation’? What was wrong with Jubilympics?

@CVirginie I do like the motto for the London Olympics “Inspire a generation”

@OliBarrett Rumours that London 2012 slogan will be “Inspire a Generation”. Others considered: “Love Lycra. Love Life” “Large It In London” “Jog On”

Much like the reaction to the 2012 logo – especially from Iran – the (majority of) the British public have been quick to snipe at the motto.

From a personal perspective, it does seem a bit bland, and lazy. I can imagine the country’s top marketing executives sitting round a room, scribbling on white boards, brainstorming, word-associating and doing other things with ‘ing’ on the end. “It needs to be inspirational” says one. “Good idea” says another. “Let’s use the word ‘inspire’” says a third. The first two enthusiastically nod. “Okay who are we inspiring?” says one. “A generation” says another. “We’ve got it! ‘Inspire a generation’” they say in unison. I imagine much back slapping and then some ‘ing’ with ‘drink’ in front of it to celebrate.

I’m not in marketing, so I admit that I don’t really know what I’m talking about. But I can compare it to previous Olympics…

Beijing 2008: “One world, one dream”

That’s definitely better isn’t it? But then again (as I think we all accepted some time ago) everything about the Chinese Olympics will be better than London.

Athens 2004: “Welcome home”

Self congratulatory and something of a rip-off of Baddiel and Skinner’s chorus of ‘It’s coming home’ in their Three Lions Euro 96 song. Judging by the problems that beset the Athens Games, a motto of “Welcome home, now you know why you left” might have been more apt.

Sydney 2000: “Share the spirit”

All encompassing, all positive, all very Australian. Spot on slogan for one of the best run Olympics in its history.

Atlanta 1996: “The celebration of the century”

Hosting an incredibly poorly organised Olympics was perhaps not the best way to “celebrate the century”. The end of the century was four years away as well. Poor.

Barcelona 1992: “Friends Forever”

Perfect motto… If those taking part in the Olympics had been 7-year-old girls.

So there’s the competition, and frankly, ‘inspire a generation’ doesn’t seem quite so poor after all.

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• scotsgal

  Cant afford to visit London and certainly couldnt afford a ticket plus none of the publicity has sparked the slightest bit of interest for me.

• manwhosees

  Whatever happened to Britain ??

• Daverodney

  Whatever happened to Britain? A country is the sum of the people. Britain was great when people believed it was great. The belief has gone. Britain today is all about 24-hour-7-day-a-week-shopping, a never-ending stream of TV talent shows and blaming everyone else for the poor state of the country. That’s Britain. And whether or not we can afford to partake in the Olympics, we can still be positive about it can’t we? 

• Jake933993

  A great slogan would be: “A big mac for a big event”.

  Shameless advertising for McDonald’s, but it sums up the ethos nicely: a load of spectators stuffing their faces while a handful of lean, mean, grilling machines – oops, I mean “individuals” – try to kill themselves by taking their exercises a bit too snickers chocolate bar – I mean “far”.

  A very British corporate coup, indeed!

  Alternatively, as there are going to be warships, surface-to-air missiles, and thousands of soldiers at the event, a better slogan might be: “The greatest battle on Earth” – not PC, but a hell of a lot better than “inspire a generation” – yawn!

• Jake933993

  “Come to the 2012 London Olympics to witness the greatest battle on Earth”

  And adverts that befit this title: the sound of hearts pounding, sweat beading off the athletes foreheads, heavy breathing, a clock ticking – cut to a countdown: 3, 2, 1, … – that would make me want to see it.

  But, as usual, the managerial and political class have turned another potentially interesting public event into a self-serving bore that deserves boycotting.

  London 2012 – Inspire an Octogenarian!