London 2012 – Emblem

Designer: Wollf Olins/London

2 – 0 – 1 – 2: these four numbers are the four parts of the emblem which together form the year 2012 – the year of the Summer Games. The Olympic rings and the name “London” complete the basic emblem (see right). LOCOG, the Organising Committee of the London Games, called the emblem, the heart of the visual identity of the Games, “bold”. To express that the Paralympic Games are to be treated as equivalent to the Olympic Games, even if they did not take place at the same time, the basic form of the emblem was exactly the same for both Games – a novelty. LOCOG President Sebastian Coe presented the emblem and vision for London 2012 to the public on 4 June 2012, assisted by other ambassadors of the Games. From then on, the 2012 emblem replaced the emblem from the bid phase, where the River Thames had wiggled its way through the London 2012 logo as a ribbon in the five Olympic colours; an idea that was adopted for the design of the winner’s medals. The main colours of the emblem were pink, blue, green and orange, inspired by the pop culture of the 1980s. According to the official report, this is how the spirit of the Games is to be expressed: energetic, spirited, bright and youthful.