London2012

London2012

London 2012

London 2012 Olympics Case Study

Ambition

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. To achieve this, London's Organizing Committee needed a powerful brand, one that could inspire and engage with a global audience of four billion people, and could make the Games more relevant, accessible and inspiring than ever.

Action

We worked with London's Organizing Committee to define a clear ambition for London 2012. These Games were to be everyone's. They would encourage people to challenge themselves to try new things, to go further, to discover new abilities. The resulting emblem is 2012, an instantly recognizable symbol and a universal form - one that was already closely associated with the Games in London, years before the event. It is unconventionally bold, deliberately spirited and unexpectedly dissonant, echoing London's qualities of a modern, edgy city. Containing neither sporting images nor pictures of London landmarks, the emblem shows that the Games are more than London, more than sport. The Games are for everyone, regardless of age, culture and language.

Impact

The brand we created helped shape the experience of 2012 and took the Games beyond just sport. For the first time ever, the Olympic and Paralympic Games shared the same brand, using their own variant of the emblem. Another first was that the Cultural Olympiad was able to use the brand, amplifying the message that London 2012 was "Everyone's Games".

The combination of conventional broadcast media and new online and mobile platforms made the Games available to a record potential global audience of 4.8 billion people. The opening ceremony alone attracted an estimated global TV audience of 900 million people.

The London 2012 logo in the press

The London 2012 logo in the press

This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games.

Jacques Rogge, International Olympic Committee President

The torch pays its respects

Defining moments

Defining moments

In the last week of the last decade Fast Company has recognised Wolff Olins work for London 2012 as one of the 14 most influential design moments from the past ten years. And design blog Brand New has selected AOL as the best new identity of 2009. To learn more about London 2012 go to www.fastcompany.com and to read the Brand New article go to www.underconsideration.com

London 2012 launches new event: competitive tweeting http://t.co/XxYO6tH

@WolffOlins

The torch pays its respects: The Olympic torch came past Wolff Olins’ London headquarters yesterday morning as ... http://t.co/85Z3Atxh

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London2012

London2012

Wolff Olins in Creative Review

Wolff Olins in Creative Review

Creative Review's August issue is an Olympic-themed special issue with 40 pages of features that explore the past and present of the Games to mark the opening of London 2012. In it, Wolff Olins talks to Adrian Shaughnessy for the first time about the thinking behind the Games' identity. Check out more about the issue here.

2012 logo makes appearance on R4

2012 logo makes appearance on R4

BBC Radio 4's flagship news programme, Today, brought together Michael Czerwinski, public programme manager at the Design Museum, and Mary Beard, professor of classics at the University of Cambridge to critique the design of the 2012 Olympic torch this morning. As the pair debated the best way to represent sporting glory, conversation inevitably turned to the 2012 logo, designed by Wolff Olins. To hear the discussion, click here.

Prototype of the London 2012 Olympic torch was revealed! http://bit.ly/mHHZEI

@WolffOlins
London2012

London2012

London2012

London2012

2012 Olympic athletes are going to be tweeting during the games! Who will you follow? http://t.co/fv1r6vl

@WolffOlins
London2012

London2012

Olympic Game Change in The Hindu

Olympic Game Change in The Hindu

Two of our directors, Charles Wright and Ije Nwokorie, just sat down with The Hindu to talk about the need for game-change in the Olympics and how the London 2012 brand was created to move the Games from being about nations, to being about people. Read the full interview here.

An Olympic handover

London2012

London2012

Today Programme, Radio 4