Leading agency chosen to design new Games logo

The agency were chosen through a competitive tendering process including a number of the UK's leading brand and design agencies.

They will be asked to refine the brand positioning for the London 2012 Games and develop a Games emblem and associated corporate identity.

Sir Keith Mills, Deputy Chairman of LOCOG said: "The logo and brand identity of the London Games is hugely important.

"It is the emblem that everyone will identify with and will be used to promote the Games.

"It needs to be visually attractive, strong and inspirational and must be an effective tool for us to use, to raise sponsorship to help fund the Games".

The new logo will have a huge variety of usages at sporting competition venues across the UK, dressing across the city of London and other cities where events are being held, on merchandising and sponsor programmes, on vehicles and uniforms and more.

On learning they had been chosen to work on developing the brand identity of the London Games, Brian Boylan, Chairman of Wolff Olins said: "We are delighted it is every consultancy's dream project one of the most prestigious we have ever been awarded.

"We will match LOCOG's huge ambition and plans for these Games, producing a truly inspirational brand which gets them into the bloodstream of the nation and creates the new benchmark for Olympic branding".

The London 2012 logo will be launched later in 2006 or early 2007.

14 March 2006

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