The making of the London 2012 Olympic Games logo by Wolff Olins

We created a brand identity for London 2012 that shocked many at the time, but became instantly recognised throughout the nation. It broke the mould for Olympic logos, eschewing national symbols and the dominant Olympic rings. But once seen in situ on tickets, venues and merchandise, and embraced by sponsors, it became an integral part of the Games that captured the joy, energy and participation of London 2012. An Olympics like never before.