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A look inside the Olympics

Can’t you just hear it? The sound of the Olympic Anthem welcoming the world to the biggest event in global sports? All of us can appreciate the time and dedication it takes to become an olympic athlete, but there are other dedicated professionals who are working behind the scenes to greet these athletes and their fans with open arms. One major player in these Games are the designers who are tasked with coating the streets of London with color. So before you get consumed by watching gymnastics, swimming and volleyball, let’s take a look into the visual aspects of the Games — the branding.

The 2012 Olympic mark was designed by Wolff Olins. It is described as a “jagged emblem, based on the date 2012, [which] comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games.” The goal was to create a mark that’s “an invitation to take part and be involved.” I, personally, don’t think they executed this concept completely in the logo — what do you think?

Whether or not the mark of the Games is a success, the subsequent graphic elements scattered throughout the Olympic Park are definitely eye catching. See some of the colorful imagery below from the Creative Review’s Look Inside the 2012 Games.

About the Author

Ali Green

Co-Founder and Creative Director
Schooled in both design and marketing, Ali adds the analytical skills of an engineer to complicated digital marketing strategies.

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