Skip over navigation

Welcome to our blog.

News, views, opinion & inspiration.

London 2012 debate - 5 years on

London 2012 debate - 5 years on

Posted on: Tuesday 5th June 2012

As this summers' Olympic games draws nearer, the media buzz surrounding the games gets louder.

The London 2012 visual identity is now in full roll-out, as a wide and varied collection of applications are surfacing across almost every available media channel nationwide. As the opening ceremony approaches, it is easy to forget the fierce debate which surrounded the unveiling of the London 2012 visual identity back in 2007.
The London 2012 mark and wider visual identity system was created by design & branding agency Wolff Olins, and polarised public opinion when it was launched 5 years ago. 
Now, as the full extent of the graphic system is being unveiled, have feelings towards the identity changed? 
Upon its launch, the identity was heavily criticised in some quarters, and loudly praised by others, for its unconventional shape and vibrant colour pallet. 
Reassurance in the identity system and wider design rationale came from London 2012 Chairman Sebastian Coe, and Wolff Olins:

"We don't do bland. This is not a bland city. We weren't going to come to you with a dull or dry corporate logo that will appear on a polo shirt and we're all gardening in it, in a year's time. This is something that has got to live for the next five years "

- Sebastian Coe

"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."

- Wolff Olins
London 2012 press coverage
London 2012 identity press coverage by Wolff Olins
Countdown clock
Countdown clock in Trafalgar Square
London 2012 tickets
Event tickets by Futurebrand
London 2012 pictograms
Games pictograms by Someone
As the system has been rolled-out, a large number of agencies have had a hand in shaping the look and feel of the games and the identity system has been unveiled to the world.

Now the full extent of the vision of the brand and design system is in full public view, what is your opinion today?

Has your initial viewpoint remained, or has the roll-out changed your mind? 

We'd like to hear your opinion!

Comments (1)

Must admit the logo (yes I know it's a mark and a brand and a visual identity but logo is OK with me) has grown on me ever so slightly! But I still can't get my head round the mascots...
Peter Barr


All fields are required