The Designer - Gareth Hague

Gareth Hague

The logo was already designed before alias became involved in the project, Wolff Olins had used our ‘klute’ typeface as its starting opine and because of this they thought it would be appropriate for us to design a typeface to accompany it.

The type was briefed and designed to work as a dramatic, powerful and characterful headline type, for use at large sizes, working within and supporting the logo’s pre-defined system of angles and shapes. The typeface does this by being linear and graphic rather than typographic, by capturing a spirit of simplicity, modernity and angular geometry.

London 2012 – Typefaces

The main text font for body copy is Futura



Printed Material