I say unofficial, because even though all of this week’s features and even the briefing have a definite Olympic flavour, we erred on the side of caution when it came to creating a logo to tie them altogether – much to the relief of our legal team, I’m sure.

However, the theme is as obvious as it is timely. We’ve looked at the some of the projects printed in support of the biggest sporting event on earth from the perspective of the official sponsors: the hurdles that required, erm, hurdling when tendering for Olympic work and even the logistical challenges that will inevitably be faced by the sector in the coming weeks. We’ve also highlighted frustration felt by gagged printers unable to talk about their innovative Olympic projects.

Of course, many of these issues come as little surprise, but what was unexpected and unwelcome was the negative impact the Games seem to have had on print.

Rightly or wrongly, many are of the opinion that it’s only the official sponsors that have increased marketing activity over the summer, whereas non-sponsors have actually held back from fear of their messages getting lost in the in marketing mayhem that always precedes the Games, as highlighted by the BPIF’s Kathy Woodward on page 9.

While it’s too soon to be sure, if that proves to be the case, the hope must be that as the Paralympics wind down, marketing activity will ramp up and 2012 will finish on a high worthy of the anticipation generated by ‘Jubilympics’. Then print really would have cause to celebrate – and perhaps even talk about it.