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Does Olympic logo offer VFM?


The criticism of Lord Coe's decision on the logo for the Olympic Games raises some food for thought over the promotion of our profession.

Press reports of political and public reaction over whether the £400,000 logo design fee presents good value for money draw comparison with what we, as bridge designers, might be able to deliver for a similar commission - perhaps the design for a £10M bridge?

I have no doubt that those commissioning and delivering the logo design will have a rock-solid business case for the expenditure based on predicted economic benets from sponsorship, tourism, trade etc.

As professionals, we might also be able to justify the new bridge through cost benet analysis but the value information we would provide publicly would almost certainly be the project predicted and/or outturn cost.

We are always therefore perceived by the public by what we cost them. What is the immediate and legacy benet of our £10M bridge over its 120-year life? I'm sure a rocksolid business case for the expenditure would show a similar or greater return than for the logo. Perhaps we should tell someone!

Neil Sadler, Neil. sadler @casshayward. com

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