{image :: The Olympic rings are illuminated with pyrotechnics as they are raised above the stadium. (Jae C. Hong/Associated Press)}
Although we may not think of it this way, The Olympic Games are a brand – a very powerful brand. The very thought of the games, the athletes and the ultimate road to glory evokes feelings of emotion, excitement, tears, laughter, personal sacrifice, a lifelong dedication to a sport and of course – inspiration.
Much like any other brand, the vision for the games was developed through a strategic and creative process that was started back in June 2007. Sebastian Coe and a team of London 2012 ambassadors were the inspiration behind the vision.
Total integration was the key to the creative development. The goal for 2012 Olympics was to develop a logo that, for the first time, integrated the host city, the Olympics and the Paralympic games. Once the brand positioning was established, the design team had a big job ahead of them – create a logo that will integrate the three elements, be inspirational and, of course, groundbreaking. In addition, from a strategic marketing perspective, the logo needed to encourage participation from commercial sponsors.
The Emblem (i.e. the logo) – overall this was designed to serve as a “window to present relevant content” (i.e. photography, illustration, art). The design allows commercial sponsors to change the color to fit with their corporate or campaign brand standards fostering the ideas of partnership and collaboration.
The Lines – the lines that reach out from the shape and angles of the Emblem were strategically designed to represent London’s ‘invitation to the world to join together and be inspired.’
image:: London Olympics {http://www.london2012.com}
The Colors – the original colors of the emblem (pink, blue, green and orange) were inspired by the communications, media and fashion industries. These were also carefully chosen to connote the spirit of the 2012 Games: energetic, spirited, bright and youthful.
{image:: http://www.thelogofactory.com/logo_blog/index.php/london-2010-olympics-logo-launched}
And last but not least…the tagline or the motto as it is referred to by the London 2012 creative team – “Inspire A Generation”. Simply put – this tagline has become the mantra for the games and reflects the promise made during the original bid for the Olympic Games.
{image:: http://www.egotailor.com/product/10529}
I think many would agree that the London 2012 Games have brought the world together as they are the perfect forum to display “what can be achieved through the inspiration and power of sport, using it as a catalyst for positive change and inspiration.”
~Tracy
