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24 Jul 2012

London 2012

Listening to the radio this morning and being annoyed – as always – by the reference to ‘Team GB’, I found myself thinking, ‘It’s just a flash verbal logo.’ Then I remembered that the word logo derives from the Greek for ‘word’, so that although most logos nowadays are visual, they should by definition be verbal. So now I’m confused as well as annoyed.

I looked it up in the dictionary and found that logo is short for logotype, and that its origins are in the world of printing. The first logotypes were designed to save the printers time. So is ‘Team GB’ any quicker to say than ‘the British team’? Well yes, I suppose so, but you’d have to say it quite a lot to make the milliseconds you saved mount up to anything worth saving.

Then again, everyone is saying it quite a lot.

I may be going round in circles here.

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