a year ago
2948
45
Posted On: October 14th 2025, 01:09 pm
60 years of flipping the script. 👀🏅
London 2012 remains one of the boldest chapters of our archive – and one of the most talked about Olympic brands of all time.
We tore up the rulebook for Olympic branding, trading safe icons for raw energy and urban attitude. The result was a symbol as spirited as London itself.
The reaction was immediate. Our website crashed, headlines blazed and the attention was fierce.
But as the Games drew closer, the energy shifted. The logo flexed across tickets, venues, and merch, adapting to every sponsor and moment, connecting with the public in a powerful way. What once shocked the world became impossible to ignore, and impossible to forget.
Our Design Specialist Director Franc Falco said: “The initial skepticism turned into widespread appreciation, and the creative team’s bold risk ultimately paid off – it was a huge success that redefined Olympic branding. My small contribution to that brand creation will always be a very proud moment in my Wolff Olins career.” 💛 .
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#WolffOlins60 #London2012 #OlympicLegacy #CreativeLegacy #DesignHistory #Design #Brand #Logo #Olympics #Olympics2012
London 2012 remains one of the boldest chapters of our archive – and one of the most talked about Olympic brands of all time.
We tore up the rulebook for Olympic branding, trading safe icons for raw energy and urban attitude. The result was a symbol as spirited as London itself.
The reaction was immediate. Our website crashed, headlines blazed and the attention was fierce.
But as the Games drew closer, the energy shifted. The logo flexed across tickets, venues, and merch, adapting to every sponsor and moment, connecting with the public in a powerful way. What once shocked the world became impossible to ignore, and impossible to forget.
Our Design Specialist Director Franc Falco said: “The initial skepticism turned into widespread appreciation, and the creative team’s bold risk ultimately paid off – it was a huge success that redefined Olympic branding. My small contribution to that brand creation will always be a very proud moment in my Wolff Olins career.” 💛 .
.
.
.
.
.
#WolffOlins60 #London2012 #OlympicLegacy #CreativeLegacy #DesignHistory #Design #Brand #Logo #Olympics #Olympics2012
Comments (45)
a year agohpapazian
Make sure to read the Typographica article I wrote about that memorable typeface!
a year agostudiofarrell
At the time of its release, I defended this branding ID in the company of fellow judges during a (unrelated) creative awards judging event and was thrashed royally — it was the ‘shock of the new’ and I stuck my neck out and said “give it time to breathe, and see what happens next before the mad rush to judgement” Still not sure I like the actual mark, but I hate when the pitchfork crowd want to immediately burn everything down. #crackerbarrel
a year agotysonbennett_
Someone once said it looked like Lisa Simpson giving head and I could never unsee that
a year agof.prata.design
Really like when things get shaken, the traditional happy feeling and gradients of olimpic identities is really boring.
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