The brand tells the story of bringing together London and the Olympic Games. The immediately recognisable shape of the River Thames, represented by an Olympic ribbon, flows effortlessly through the words ‘London 2012’.
The strength, versatility and personality of the brand came to life on buildings, planes, trains, taxis, flags, websites and merchandising.
The brand helped millions of people to play their part in backing the bid and bringing the Olympic and Paralympic Games to London.
The contest to host the Games went down to an exhilarating final few days in Singapore. It was here the International Olympic Committee met to choose a winner from five great cities.
Everyone waited, breathless, for one word… London!