Beyond 2012 - an integrated Design Story
Fashion wear at the London 2012 Games was a unique expression of Olympic history fused with contemporary British culture. This underlying narrative of past and present inspired costumes for the medal and flower bearers, and the athlete and presenter escorts, and were decidedly British and designed to reference a moment in time.
From the outset, Games organisers wanted to involve design talent from all walks of life – from well-known fashion companies and designers to fresh, up-and-coming names. For the designers of the ceremonial costumes, who were students at the Royal College of Art at the time, there could be no bigger catwalk for their work than London 2012.
From Tom Crisp’s medal and flower bearer suit, which combined British legend and Greek mythology with the sartorial heritage of Saville Row tailoring and a contemporary punk zipper influence, to milliner Zara Gorman’s hats for the athlete escorts, which took inspiration from British sportswear and the roofs of the iconic venues, the technical brilliance and creative edge of their designs has set a new benchmark for ceremonial costumes.
A striking logo and colour palette was central to the London 2012 brand and informed the design grid which all designers worked to. Read about the individual graphic design stories and watch a film which shows how collaboration was vital in creating a seamless visual identity.