[aes256]

I'm inclined to agree with the author.

There are a few parallels here with the logo for the London 2012 Olympics. When the brand was announced in 2007, it was slated.

80% of the public gave it the lowest possible rating, people were outraged about the cost, newspapers ran competitions for their readers to create their own logos, and an animated version of the logo was reported to cause epileptic seizures.

The officials in charge stuck to their guns, and five years down the line I think it's fair to say the branding was a huge success. High impact, instantly memorable, and yet hugely versatile.

As the author of this article points out, the logo was just a small part of a much larger branding strategy.