Logos as containers

[Examples of Logos as containers by Wolff Olins. From top to bottom: New Museum of Contemporary Art logo, NYC logo, London 2012 Olympic games logo]

The New York Times published an interesting article about logos and where they might go next. The article talks to Wolff Olins, the branding company who did the London 2012 Olympic logo and the new NYC logo. They say that logos will now move away from being strict and ridge and move toward more flexibility such as becoming frames for other content such as images or other companies logos.

Personally, I think the idea is interesting, but a little frightened that it comes from Wolff Olins, the company who has butchered many logos (see the 2012 Olympic Logo and the NYC logo as butchered examples).