London 2012
2007
World's greatest opportunity
London’s bid for the 2012 Olympic and Paralympic Games was like no other. It promised to inspire the youth of the world. To engage, involve and enthuse – to change lives. It promised to put the Olympic and Paralympic Games at the heart of contemporary life. To achieve this, London’s Organising Committee needed a powerful brand, one that could inspire and engage with a global audience of four billion people. A brand that could make the Olympic and Paralympic Games more relevant, accessible and inspiring than ever.
Everyone's
Wolff Olins worked with London’s Organising Committee to define a clear ambition for London 2012. These Games were to be everyone’s. The brand we created supports this ambition. The emblem is 2012, an instantly recognisable symbol and a universal form – one already closely associated with the Games in London. It is unconventionally bold, deliberately spirited and unexpectedly dissonant, echoing London’s qualities of a modern, edgy city. It is for everyone, regardless of age, culture and language. It is designed to be populated, to contain infills and images, so it is recognisable enough for everyone to feel and be part of London 2012.
Shaping London 2012
Within the first 18 weeks London 2012 reached a level of recognition not expected for 18 months. In the UK, brand recognition has already reached 85 per cent and worldwide it is over 50 per cent. Sponsorship has also exceeded expectations with partners spending more than £400m in the first year. Sponsors are supporting the brand by implementing schemes of sustainability and by supporting athletes. EDF Energy is rewarding customers with London 2012 merchandise for reducing their carbon footprint by 20% and Adidas has reported that London 2012 branded clothing comprises 20% of the sales of its flagship store.
