London's 2012 Olympic bid promised to inspire youth around the world and make the Games more accessible. To achieve this vision, London needed a powerful brand to engage the global audience of 4 billion people. The brand they created, a bold 2012 emblem, supports the ambition of making the Games everyone's. It has already achieved over 50% brand recognition worldwide, exceeding sponsorship expectations as partners support sustainability and athletes.

1. LONDON 2012: World’s greatest
opportunity
London’s bid for the 2012 Olympic and Paralympic Games was like
no other. It promised to inspire the youth of the world. To engage,
£400 MILLION OF involve and enthuse – to change lives. It promised to put the Olympic
SPONSORSHIP and Paralympic Games at the heart of contemporary life. To achieve
this, London’s Organising Committee needed a powerful brand, one
that could inspire and engage with a global audience of four billion
people. A brand that could make the Olympic and Paralympic Games
more relevant, accessible and inspiring than ever.
Everyone’s
clear ambition for London 2012. These Games were to be everyone’s.
The brand we created supports this ambition. The emblem is 2012, an
instantly recognisable symbol and a universal form – one already
closely associated with the Games in London. It is unconventionally
bold, deliberately spirited and unexpectedly dissonant, echoing
London’s qualities of a modern, edgy city. It is for everyone,
regardless of age, culture and language. It is designed to be
for everyone to feel and be part of London 2012.
Shaping london 2012
not expected for 18 months. In the UK, brand recognition has already
reached 85 per cent and worldwide it is over 50 per cent. Sponsorship
has also exceeded expectations with partners spending more
implementing schemes of sustainability and by supporting athletes.
EDF Energy is rewarding customers with London 2012 merchandise
for reducing their carbon footprint by 20% and Adidas has reported
Wolff Olins
that London 2012 branded clothing comprises 20% of the sales of
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