Why all branding should be like the London 2012 Olympics
While watching the slope style snowboarding over the weekend. We got to thinking about the London 2012 identity and why we still love what the team at Wolff Olins did.
The venom that was dished out towards the London 2012 identity was to be expected, it was and still is like nothing we have seen when it comes to logo’s created for either the Summer or Winter Olympics.
The 2012 London Logo was BRAVE, totally different to anything that we have been seen before. Not knocking the 2018 Pyeongchang Winter Olympic identity (we’re sure it captures an essence associated with the city hosting the games) but it blends into the background along with 99% of the other Olympic identities over the last 20+ years.
Blending into the masses of colours, shapes and wordmarks is not a great way to be seen. Your Logo, Identity and Branding as a whole should be brave, standing out as a beacon, showcasing your unique approach to the services or products that you provide.
The criticism directed at the London 2012 identity was brushed to one side when viewed in and around the games. The branding captured what the games meant to London, the UK and what was on show to the billions of people around the globe. It worked, being brave and standing out from the crowd fitted with everything the London Olympic team set out to do. Everyone involved help create an identity for the games that worked across the board and was unique to the look and feel of the 2012 Olympic games.
That’s some clever branding. Creative thinking to make an event, business or individual stand out in a world, where we are bombarded with images 24/7, 365 days of the year.
Answer this question for us,
‘Does your Identity standout from the crowd?’
‘Does your Identity work online and offline?’
‘Does your Identity work for you when your not there to tell people what your business does?’