London 2012

Intro

The Olympic Games have come to represent the best of the best — incomparable athletics, state of the art facilities, host cities that pull out all the stops, and of course, outstanding branding. In 2012 London hosted the Summer Games and wanted to capture the world’s attention with an emblem that would turn the notion of the modern games on its head. Sairah Ashman, global CEO at creative consultancy Wolff Olins speaks with A Change of Brand on the firm’s design thinking for the brand that would go on to be one of the most talked-about, unforgettably modern Olympic Games emblems.