London 2012 unveils new look

The London Organising Committee of the Olympic Games (LOCOG) has unveiled a new logo and brand identity for London 2012. It was launched by London 2012 chairman Sebastian Coe this week.

The new logo, which has been designed by Wolff Olins, is based on the number 2012, the word London and the tradtional Olympic rings. It has four variants and will be used for the both 2012 games and the Paralympic Games, which will also take place that summer.

LOCOG says the new logo has been created for a “brand savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand.”

The logo will be used as part of a nationwide “pledge” campaign, which aims to use the Olympics to inspire people “to make positive changes in their lives”. It will be launched this summer with a 10-week roadshow that will tour the country. A film called “Everyone’s 2012” showing changes that people have already made after being inspired by the Olympics has been released online.

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