Johnson Banks report on what seems to be a case of mistaken identity… or is it? The London 2012 identity, widely derided and visually mocked by an army of spoofs and parodies, has travelled far and fast. If we take it as read that every organisation now has an ‘image economy’ associated with it, the lions share of which it has no control over whatsoever, then perhaps it could be a smart strategy that we see more ‘brands’ adopting, launching laudable identity schemes in the hope that they get mashed-up, parodied, and in the process, proliferate way beyond anything they could have previously expected. In the society of the search query, perhaps all identities (official or not) are equal?