London 2012 (2016-12-12) by johnkellermanThe Olympic Museum
50 nationalities, 300 different languages, home of the avant-garde, the centre of high finance, miles and pounds, steering wheel on the right, cars driving on the left, the only city to have hosted the Games three times (1908, 1948 and 2012)...
The capital city of the islands that make up the United Kingdom certainly knows how to cultivate its originality.
The incomparable Elizabeth II, Queen of the United Kingdom of Great Britain and Northern Ireland, together with her husband, Prince Philip, Duke of Edinburgh.
A red punk mohican and a classic black suit – very British.
The London Eye (or Millenium Wheel), inaugurated as part of the celebrations to mark the year 2000.
The legendary Beatles.
London 2012 (2018-02-21) by Simone HutschThe Olympic Museum
NEW FORMS
A fragmented architecture, constructed and de-constructed
Paperless internet communication
Pink, punk fashion!
The Imperial War Museum North in Manchester, designed by “deconstructivist” architect Daniel Libeskind. Complex geometry, sloping floors and ceilings and a limited number of right-angled surfaces serve to create a sense of disorientation, reminiscent of that caused by war.
The frenzy of digital communication.
Punk attitude.
The iconic Dr. Martens air-cushioned sole shoes.
London 2012 (2012-06-27) by IOCThe Olympic Museum
LINES RADIATING OUTWARDS
Structural lines determine the image’s spatial arrangement and overall balance, drawing attention to the centre.
On this map of the world, the logo, superimposed onto the United Kingdom, serves as a focal point.
The logo takes pride of place.
The series of structural lines used for the stadium design also featured on the medals.
The Olympic Stadium in Stratford.
In what was a first in Olympic history, the logo did not feature the city or the country, but the year – 2012. Four strong, loud colours, inspired by the worlds of media, communication and fashion.
The Games slogan reflected the desire to appeal to young people and share the Games identity on social media. Everyone was made to feel like a part of the event.
London 2012 (2012-06-27) by IOCThe Olympic Museum
THE FORCE OF GEOMETRY
In the interests of consistency and impact, a Look Book was published, providing specific guidelines on every aspect of the Olympic visual identity: signage, banners, city decorations, typography, etc.
The signage project.
Signage at the site of the Olympic Stadium in Stratford.
The Olympic Stadium.
