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London 2012 Olympic Games branding

Agency: Wolff Ollins

Client: London 2012

The new brand and vision for the London 2012 Olympic Games and Paralympic Games has been launched.

Approved by the International Olympic Committee, the emblem is available in four colours – pink, blue, green and orange.

The official line?

The design brief was for an emblem that represented the four key ‘brand pillars’ of access, participation, stimulation and inspiration.

“The new Olympic emblem is based on the number 2012 – the year of the Games - and includes the Olympic Rings, one of the world’s most recognised brands, and the word ‘London’ – the world’s most diverse city.

“The powerful, modern emblem symbolises the dynamic Olympic spirit and its inspirational ability to reach out to people all over the world.”

Olympics Minister, Tessa Jowell, said, “This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years.”

The unofficial line?

What were they thinking? 

Maybe it’s our sick minds but we think it vaguely resembles something filthy.

The jury’s out and expect a backlash . . .

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