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LONDON 2012: New Brand Unveiled


The new brand and vision for the London 2012 Olympic Games and Paralympic Games were unveiled in London today by the Chairman of the London 2012 Organising Committee, Sebastian Coe, and a team of sporting celebrities and ambassadors. The new brand mark will become the instantly recognisable way of identifying the London 2012 Olympic Games and Paralympic Games in the future.

The Essence of London 2012
Commenting on the new London brand, IOC President Jacques Rogge said, “This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values.” He continued, “Each edition of the Olympic Games brings its own flavour and touch to what is now well over a century of modern Olympic history; the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.”

Dynamic, Modern and Flexible
The new London 2012 brand is dynamic, modern and flexible and will be instantly recognisable among all age groups and all around the world. It is a brand that will stand out from the crowd, as it looks to inspire the youth of the world and people of all ages from across the globe for the next five years. The new London 2012 brand will undoubtedly help make the 2012 Games stand out in people’s memories, not just until the Games, but beyond as well. For more information on the new London 2012 brand, visit the London 2012 website.

London was elected as the host city for the Games of the XXX Olympiad on 6 July 2005 at the 117th IOC Session in Singapore. London eventually succeeded in the fourth round of voting, taking 54 votes from a possible 104. London faced stiff opposition during the vote from the other four Candidate Cities: Paris, New York, Moscow and Madrid. There will be 26 sports on the Olympic Programme in London in 2012, and around 10,500 athletes.


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