The London 2012 Olympic Games emblem will be designed by Wolff Olins, which has beaten shortlisted Omnicom-owned sister group Interbrand, as well as Identica and Lambie-Nairn, to take the prestigious branding job.
According to Phil Beard, marketing and sponsorship director of the London Organising Committee of the Olympic Games, Wolff Olins will now undertake brand positioning research, logo design and corporate identity guidelines. The emblem is expected to launch by the end of the year. Its launch will be synchronised with LOCOG’s sponsorship and marketing programme.
‘Previous games have had a competition to design the logo, but we’re going to do the positioning first and the identity will come out of that. This identity will drive so much of the other elements of the games,’ says Beard.