London 2012 – Look of the Games

Designer: Futurebrand


The heart of the Look of these Games was the core graphic in the six main colours/textures yellow, purple, magenta, orange, green and blue. The core element of the core graphic, on the other hand, was the angular emblem of the Games, or more precisely, their outlines and angles. From them, lines extended endlessly, forming a grid and thus forming geometric musts, with the help of which various elements could be designed. On the symbolism of these lines LOCOG said in the official report: “The lines represented our invitation to the world to join together and be inspired by the energy of the athletes competing at the Games.” The steps to create the core graphic and the Look are illustrated on the right side: take a (sports) photo and focus on the appropriate section. The grid is placed on top of it and in the next step selected elements are highlighted in colour. If the baselines of the grid are now removed, the colour elements accentuate the section and form the so-called burst pattern. For the banners and other horizontal and vertical decoration elements of the Look of the Games, additional elements were added, in addition to the core graphic in the various selected Look colours. These could be lettering – for example “London 2012”, the Games slogan “Inspire a Generation” or the names of the venues and stadiums, for example “Wembley Stadium” – but also the emblem, the Olympic rings or the Paralympic symbol. All the elements together, in the desired colour combinations, allow for a multitude of variations, all of which are clearly very closely related to each other, although they appear new and unused each time. A further principle concerns the question of which decoration was used where. Roughly speaking, three areas of application for Look decors can be identified: the public squares and streets of the city far away from the Olympic venues, the “last mile” before a competition or event, and the stadium itself (façade and interior). The latter two deserve special mention. On the “last mile” in front of a stadium there were decorative elements of the Look of the Games in all existing colours and shapes that lead the visitors to the desired competition location. The colourfulness changed at the stadium itself: here the colour variety ends and gives way to a clearly defined bi-colourism. In other words: each competition venue and each sport was assigned a colour pairing, which extended consistently to all areas and decorations at the corresponding venue (more on this on the following pages). The overall visual identity of London 2012 reflected LOCOG’s intention to appeal to the youth of the world. This was reflected in the shape and colour of the emblem (its reference to 1980s pop culture), explained the main font and continued throughout the Look of the Games.