Got this from Sports nutrition 2000.

Loading - when creatine first came out all the makers and marketers were telling us to load with 20 - 30 grams per day for the first 5 to 7 days of us. Then we are use a maintenance dose of 5 to 10 grams per day depending on our body weight. However, a recent study found that NO Loading is necessary. The study showed that athletes who used just a maintenance dose of 5 - 10 grams per day had the same amout of creatine in their system after 30 days as the group who loaded with 30 grams a day for the first seven days. Also, the athletes that loaded excreted most of the extra creatine during the loading phase. Conclusion - the extra 20 grams of creatine per day taken during the loading phase got pissed away. On the other hand, loading is surely a good marketing tool, isn't it.