Daniel Eatock


4 Powell Road
E5 8DJ

My specialism is lateral thinking, resolving the complexity encountered in the world with reductive poetic logic. I intertwine commercial and cultural practice: responding to the paradox of daily life and the complexities of project assignments. I seek focused solutions that feel inevitable. I get there by starting at the beginning, asking why, what if… then making sense of the things I find with radical acceptance and by embracing truth.

Please follow me on Instagram. I am reposting works, exploring the things I have made over the past twenty years in preparation for the next twenty years.

Alt. Olympic 2012 Logo

After the hysteria and public condemnation of the London Olympic logo, I would like to offer the following as an alternative.

The alternative logo is a composite of two icons:

1. Olympic Rings, created in 1913 by Pierre de Coubertin. Five interlocking rings; blue, yellow, black, green, and red representing the five continents.

2. RAF Roundel, associated with British pop art of the 1960s, appearing in paintings by Jasper Johns and Peter Blake. It became part of the pop consciousness after British rock group The Who started to wear RAF roundels as part of their stage apparel at the start of their career. Subsequently it came to symbolise Mods and has evolved into the icon of cool Britannia.

Official London Olympic logo designed by Wolf Olins