The London 2012 Olympic Brand
A powerful and iconic brand is essential for communicating a business ideology. Whether you’re trying to convey a sense of ambition, a unique sales angle or an empowering message; a brand should be consistent, recognizable and flexible. The most memorable branding is not only visually stimulating, but encourages positive associations and should be universally understood. Effective branding should engage the viewer instantly.
The Olympic Games
With their four year cycle and worldwide coverage, pose a unique and tantalizing challenge: the chance to communicate a brand to over one billion viewers. The Olympic brand has the challenging task of combining tradition with innovation; the historic spirit of the Games with the ever-evolving ethos of global community. Developing a brand to represent the Games is often a competitive and highly pursued field. In the past, iconic designs have incorporated the culture of the host city with the international spirit of the Games – represented by China’s famous “Dancing Beijing” figure from the 2008 Summer Olympics. The organizers of London 2012, as the event has come to be known, have decided on several iconic images to represent their branding.
The London 2012 Brand
The London 2012 brand is instantly identifiable. Although the contemporary and jagged numbers have met with mixed reviews from the British public; the magenta logo is unmistakable and cannot be confused with any predecessor. The stylized numbers incorporate the catchy slogan ‘2012’, and are designed specifically to appeal to young people. This year, the Olympic Committee are attempting to reach out to young people to get them more involved in the Games – and subsequently lead a more active lifestyle. The logo itself appears to ‘buzz’ with energy; reflected upon a larger screen it seems almost electrifying. The geometric shapes seem to embody a spirit of youth and energetic vitality. It inspires confidence and represents challenge. Most of all, the chaotic precision of the numbers’ placement appear to be ‘shaking up’ the tradition, unafraid to defy the norm. The brand is now omnipresent across the United Kingdom: it adorns bus shelters, television screens and all other assorted Olympic paraphernalia.
The Official Mascot of London 2012
The official mascot of London 2012 forms an integral part of their branding campaign; aimed especially at engaging young people and children in the Games. Wenlock is a metallic humanoid blob, with a calculatingly charming backstory; the original mascots were first devised by a steelworker who made toys for his grandchildren out of scrap metal. Wenlock is named after a small English country town – Much Wenlock – where the founder of the modern Games, Pierre de Coubertin, was inspired to revive the Olympics. Wenlock’s design cunningly incorporates several iconic elements: the five Olympic bands worn as ‘friendship bracelets’, the recording camera held aloft captures and preserves every moment, and he even sports a taxi light atop his head to represent the famous London black cabs. Wenlock and Mandeville, his Paralympic companion, have gone down far more favorably with the British public; they feature on official merchandise as well as starring in several television spots.
About The Author
Brenda is a business coach providing solutions to hurdles, challenges and business “road blocks.” She is helping companies to deal with the challenge of everyday work, expand their business, train their leaders and helping them achieve their business goals.