The new London 2012 brand

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Image of skateboard with 2012 logo
Image of fencing with 2012 logo
Image of town hall with 2012 logo

About the new brand


London 2012 will be everyone’s Games, everyone’s 2012.  This is the vision at the very heart of the new London 2012 brand. It will define the venues that are built and the Games that London and the UK will host. The new 2012 emblem will use the Olympic spirit to inspire everyone and reach out to young people. It is an invitation to take part and be involved.

These will be a Games where everyone is invited to join in. A Games where people are inspired to either take part in the many sports, cultural, educational and community events leading up to 2012 or inspired to achieve personal goals.  

London 2012 will encourage active participation involving people nationwide in a whole range of Games initiatives from community activities and volunteering to sporting and cultural events. It will inspire young people and connect them to sport by putting the inspirational values of the Olympic and Paralympic Games on the school curriculum. 

London 2012 will be a Games that make the most of exciting new technology to get people closer to the action they want to see, when, where and how they want to experience it. It will be a Games that will showcase cutting edge environmental technology and create assets for generations within a regenerated 500 acre park for the communities of east London.

London will welcome the world in 2012 like no other city on Earth. A city where millions of people from hundreds of countries live together peacefully.  This diversity is one of London's great strengths. Every single nation that competes in 2012 – 204 of them – will have their own home crowd already here, cheering them on.

The new emblem is dynamic, modern and flexible. It will work with new technology and across traditional and new media networks.

It will become London 2012’s visual icon, instantly recognisable amongst all age groups, all around the world. It will establish the character and identity of the London 2012 Games and what the Games will symbolise nationally and internationally.

For the first time for a Host City, the new emblems for the 2012 Olympic Games and Paralympic Games are based on the same core shape, reflecting London’s commitment to hosting a truly integrated Paralympic Games.

“London 2012 is inspired by you and it’s for all of you. I’m passionate about making 2012 the success it deserves to be.  My pledge is that I will make these everyone’s Games.  I urge you to take advantage of all of the opportunities. Let yourself be inspired to do something amazing, join in and join us in making this a really special Olympic and Paralympic Games, a London Games, a UK Games, a Games for the next generation,” Sebastian Coe

Photographs from the London 2012 brand launch.

For information about using the London 2012 brand, visit our main site.