We needed a powerful brand to help us achieve our ambition. A brand that combines the power of the Olympic rings and the city of London together.
The number 2012 is our brand. It is universal and understandable worldwide.
Our emblem is simple, distinct, bold and buzzing with energy. Its form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport.
It feels young in spirit. Full of confidence, certainty and opportunity. Not afraid to shake things up, to challenge the accepted. To change things.
For the first time, the Olympic and Paralympic Games are part of the same brand family.
