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An open competition was set up by London2012 to find an identity for the bid. Many companies from all over the country entered, and everyone thought theirs was better than the chosen one. This was my contribution, teaming up with Bailey.
Idea.1 – the bands of colour representing different nationalities move through the type lighting up the logo.
Idea.2 – the Olympic colours of light (representing the continents), stream into London, and cross over and reflect back again, in the same way as visitors have always made their impact on Britain, and enriched it in the process.
Idea.3 – a more subdued palette represented the city through graduated tones. Colour was used in a different way to represent the diversity in London.
Idea.4 – a dynamic shape forms a capital L which represents the present day London, and contrasts strongly with the old style typeface below, revealing a pride in its past.