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 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 same 2012 image, with the Paralympic agitos, symbolises the Paralympic Games.
The new London 2012 brand was designed by Wolff Olins. The design brief was for an emblem that represented the four key 'brand pillars' of access, participation, stimulation and inspiration, culminating in the brand vision of 'Everyone’s Games'. For the first time the new emblems for the 2012 Olympic Games and Paralympic Games are based on the same core shape.
London 2012 Chairman, Sebastian Coe said: "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. It is an invitation to take part and be involved."
The new emblem aims to be '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'.
The new London 2012 film, 'Everyone's 2012' was screened for the first time, highlighting how the Games are already capturing the imagination of the nation. The new emblem will be the symbol of a nationwide 'pledge' campaign, developing the 'Everyone's Games' theme, launching during the London 2012 Summer Roadshow, starting on June 15 in Greenwich, London, which will do a ten week tour of the UK.
President Jacque Rogge commented: "This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values.
"The brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark."
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 new emblem has legal protection, offering London 2012 and its sponsors protection from copying and ambush marketing.
Watch the brand video by clicking here.
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www.london2012.com
www.wolff-olins.com
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