Beyond 2012 - an integrated Design Story

From typeface to track-side
The graphic design story

The London 2012 ambition to “do things differently” started early. This was a vision to create an Olympics which went beyond sport and stadia alone – and set the brief for a brand which would harness design to help inspire a generation.

A striking logo and colour palette was central to the London 2012 brand. The explosive shards and lines in the logo design and contemporary colours chosen by Wolff Olins back in 2007 (coined ‘OlymPINK’ in the build-up to the Games) made a statement early on that these were to be no ordinary Games. It was a bold, daring design, yet sufficiently flexible for Futurebrand to develop the brand so that it permeated every touch point on an individual’s Games journey, from the design of the website and ticketing, to the way finding signs and seating once they arrived.

With the brand inspiring everything from buildings to medal design projects, a collaborative, responsive working style was key to creating a seamless visual identity. It is a credit to every designer involved that London 2012 is the most cohesive and recognisable Olympic brand in history.

Graphic design stories

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The stories behind London 2012