Our brand

The ambition

London 2012’s ambition is to create a Games for everyone, where everyone is invited to take part, join in and enjoy the most exciting event in the world.

London 2012 will create the most accessible and participative Games. It will touch people as it has never done before, stimulating people to do more and to try new things and reassess what we are all capable of.

London 2012 has sport at its heart and London at the centre, but it is more than London and more than sport. It is a Games for London, the UK and the rest of the world, for sport and culture, for volunteers and business.

The brand

We need 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 will be part of the same brand family.

Our brand will have impact across everything we do, there are huge possibilities, but we have a clear ambition.

Our Games will be for everyone. 

View our guidelines about who can use the London 2012 brand and information about the laws which protect it.