Beyond 2012 - an integrated Design Story

Games-time infographics
A graphic design design story

“We wanted our work to be informative but also eye-catching and entertaining, using the data to tell unique stories about the games and London itself.”

Will Watt
Business Development Manager

Tell us about the early design brief

LOCOG were seeking an agency to design, illustrate and deliver infographics for Games-time use in web, mobile, email and Live.

What inspired your design concept?

We wanted to utilise the leftfield nature of the original Wolff Olins logo and of London itself, to create a different kind of infographic. We were inspired by the visual language of designers like Jamie Reid, the photomontage work of the British Pop Art artists like Richard Hamilton and the surreal visual humour of Terry Gilliam.

We wanted our work to be informative but also eye-catching and entertaining, using the data to tell unique stories about the games and London itself.

What challenges did you face along the way?

The inspiration Wolff Olins drew on for the 2012 logo (London’s creative, alternative culture) was very liberating and led us to a visual solution that resonated with a lot of the other creative aspects of the Games, such as the opening ceremony itself.

That jump-started the whole creative process and allowed us to proceed very quickly to ideas and their executions.

What was challenging was working within the brand guidelines and the nature of the extensive sign-off procedure created a lack of spontaneity in the work and a reduction in the level of playfulness and humour from that which had originally won us the brief

How did it feel to be involved in such a large and important British project?

Massively exciting initially, but we were working so far ahead of the actual games we were working in a vacuum. There was also some disappointment that the long sign-off times meant a reduction in the number of live, ‘game time’ infographics we could produce.

Did you know…

  • The infographic team were referred to as ‘Team Gherkin’ after the perplexed client reaction to the first infographic we presented, replacing London landmarks with food stuffs.

Agency

Company name
Seven

Project
Design, illustrate and delivery of infographics for Games-time use in web, mobile, email and Live.

Website
seven.co.uk

Project team

Will Watt
Business Development Manager

Michael Booth
Creative Director

Richard Spellman
Art Director

Peter Buhlmann
Editor

Gavin Brammall
Designer

More 2012 stories

Olympic Cauldron
Stage One Creative Services Ltd

Olympic Cauldron
Heatherwick Studios

Retail Stores
rpa: group

Olympic Torch and Relay Artefacts
Paul Raindle

Olympic Mascots
iris Worldwide