London 2012 Olympics Case Study
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.
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.
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.