Beyond 2012 - an integrated Design Story

London 2012 typeface
A graphic design story

“We were inspired by the spiky, angled shape of the Olympic logo.”

Gareth Hague
Creative director & designer

Tell us about the early design brief

The brief was to design a typeface to work with the logo.

What inspired your design concept?

We were inspired by the spiky, angled shape of the Olympic logo.

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

It felt very exciting, a big opportunity and responsibility.

What challenges did you face along the way?

The challenge was working with the idea of angles, making a linear and graphic typeface that was functional and readable but also dramatic and surprising.

The process, in collaboration with 2012 branding creative director Patrick Cox we explored different ideas and directions before focusing and refining the chosen design.

Agency

Company name
Alias

Project
Design of headline typeface

Website
alias.dj

Project team

Gareth Hague
Creative director & designer

Designer
Michael Ives

More 2012 stories

Olympic Medal Design
Ramshaw-Watkins Ltd

Olympic Cauldron
Stage One Creative Services Ltd

Paralympic Games £5 coin
Pippa Sanderson

Paralympic Games medals
Lin Cheung

Olympic Torch and Relay Artefacts
Paul Raindle