London 2012 starts the design process for new Games logo

It has appointed AAR, a leading agency search and selection company, to help select a brand and design agency. The chosen agency will help refine the brand positioning for the London 2012 Games and develop a Games emblem and associated corporate identity.

The process, modelled on industry best practice, will begin with a comprehensive search of the UK's leading branding and design agencies to draw up a shortlist. An agency will be chosen by February 2006 after a pitch. The pitch will not involve creative work. The agency will then conduct a brand positioning exercise looking at all design requirements for the build up to the London Games and the Games themselves.

The agency will then develop the Games emblem with a full set of brand guidelines and consider how the emblem the identifying symbol of the London Games - would work in a variety of different settings.

The logo will be launched later in 2006 or early 2007. The London 2012 logo will be in use more prominently after the Beijing Games in 2008 and will be used extensively in the run-up to and the period of the Games themselves.

Keith Mills, Chief Executive 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 be used to promote the Games. It needs to be visually attractive, strong and inspirational. The public must easily identify with it and it must be an effective tool for us to raise sponsorship to help fund the Games."

The logo will have a huge variety of usages at sporting competition venues, dressing across the city, on merchandising and sponsor programmes, on vehicles and uniforms. It will also feature prominently on the official London 2012 mascot, which will be launched after the Beijing Games.

Keith Mills commented: "We are excited about this appointment because London has the best creative agencies in the world and we are looking forward to working with them over the next 7 years".

The London 2012 Games will require a huge variety of design projects for all types of agencies in due course. Information will be posted on the London 2012 website www.london2012.com as these projects come on stream.

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For further information contact the London 2012 Press Office on +44 (0)20 7093 5100