The London 2012 brand: Making it about ‘Everyone’

In 2007, Wolff Olins, the London-headquartered branding agency was handed the mandate of creating the emblem and associated corporate identity for the London Olympic Games and Paralympic Games 2012. It’s been five long years for the agency. Initial criticism of the logo has given way to appreciation of the branding effort with multiple applications. Days before the Games are flagged off, Gunjan Prasad spoke with Charles Wright, MD, Wolff Olins, to understand the evolution of the ‘2012’ brand.