London 2012 Unveils New Branding

The new branding and marketing vision for the London 2012 Olympics has been
unveiled with a focus on promoting the event as ‘Everyone’s Games’.

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 branding was created by design agency Wolff Olins who won
a competitive pitch for the task last year.

Unveiling the logo, London 2012 chairman Lord Sebastian Coe commented:
‘London 2012 will be Everyone’s Games, everyone’s 2012. This is the vision at
the very heart of our brand. It will define the venues we build and the Games we
hold and act as a reminder of our promise to use the Olympic spirit to inspire
everyone and reach out to young people around the world.’

The new emblem is described as being ‘dynamic, modern and flexible reflecting
a brand savvy world where people, especially young people, no longer relate to
static logos but respond to a dynamic brand that works with new technology and
across traditional and new media networks’.

For the first time for a host city, the new emblems for the 2012 Olympic
Games and Paralympic Games are based on the same core shape.

The launch of the new brand was accompanied by a new London 2012 film,
‘Everyone’s 2012’, highlighting how the Games are already capturing the
imagination of people around the country, inspiring them to make positive
changes in their lives on the road to 2012. The film was released simultaneously
on the internet to thousands of bloggers who signed up to a blog-based online
‘tease’ campaign.

The new emblem will be the symbol of a nationwide ‘pledge’ campaign,
developing the ‘Everyone’s Games’ theme, to be launched during the London 2012
Summer Roadshow, which starts on 15th June in Greenwich, London, and will visit
every nation and region throughout the UK in a ten week tour.

The new London 2012 brand has been approved by the International Olympic
Committee. The emblem will be available in four colours – pink, blue, green and
orange.

It replaces London’s ‘Candidate City’ logo which was established in November
2003.  

The unique new emblem already enjoys legal protection, offering London 2012,
and its sponsors, protection from copying and ambush marketing.