London 2012 Olympic Games: A Logo in Controversy
tentenco
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Sep 20, 2019
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About This Presentation
London 2012 Brand expression guidelines
Slide Content
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012
Brand expression
guidelines
London 2012
Brand expression
guidelines
2 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Contents
03 Introduction
05 The creative idea
11 Go create…
12 Our flexible system
19 London 2012 brand checklist
20 Our toolkit
21 Flexible Grid
24 Step 1: Choosing a focal point
25 Step 2: Scaling the Flexible Grid
26 Flexible Grid – using over imagery
27 Flexible Grid – using over typography/objects
28 Patterns no longer in use
29 Pattern Segments
32 Pattern Segments – print examples
33 Pattern Segments – print examples
34 Pattern Segments – merchandise examples
35 Pattern Segments – don’ts
36 Pattern Burst
39 Pattern Burst – print examples: less
40 Pattern Burst – print examples: more
42 Pattern Burst – 3D examples
43 Pattern Burst – don’ts
44 Pattern Segment and Burst
47 Pattern Segment and Burst – print examples
48 Pattern Segment and Burst – don’ts
49 Pattern Segment and Line
51 Pattern Segment and Line – livery
52 Pattern Segment and Line – 3D examples
53 Pattern Segment and Line – don’ts
54 Using no pattern
56 Pictograms
58 Using Pictograms with Pattern Segments
59 Using Pictograms without patterns
60 Emblems
61 Olympic Emblem – overview
62 Paralympic Emblem – overview
63 Olympic and Paralympic Emblems – lock-up principle
64 Olympic and Paralympic Emblems – colour
65 Olympic and Paralympic Emblems – don’t do this
66 Colour
67 Colour specifications – print and screen
69 Colour specifications – paint and textiles
71 Colour specifications – tints
73 2 colour combinations – Brights and Darks
74 Three colour combinations – Brights and Darks
75 Colour examples – Brights
76 Colour examples – Brights and Darks
77 Colour examples – special colours
78 Typography
80 2012 Headline
82 2012 Headline colour combinations
83 2012 Headline examples
86 2012 Headline don’t do this
87 Futura
88 Arial
89 Futura/Arial colour combinations
90 Using typography well
91 Futura/Arial don’t do this
92 Imagery
93 Imagery principles
98 Imagery overview
103 Cropping images
105 Tone of voice
108 Contact details
London 2012 Brand Expression: Overview
Contents
03 Introduction
05 The creative idea
11 Go create…
12 Our flexible system
19 London 2012 brand checklist
20 Our toolkit
21 Flexible Grid
24 Step 1: Choosing a focal point
25 Step 2: Scaling the Flexible Grid
26 Flexible Grid – using over imagery
27 Flexible Grid – using over typography/objects
28 Patterns no longer in use
29 Pattern Segments
32 Pattern Segments – print examples
33 Pattern Segments – print examples
34 Pattern Segments – merchandise examples
35 Pattern Segments – don’ts
36 Pattern Burst
39 Pattern Burst – print examples: less
40 Pattern Burst – print examples: more
42 Pattern Burst – 3D examples
43 Pattern Burst – don’ts
44 Pattern Segment and Burst
47 Pattern Segment and Burst – print examples
48 Pattern Segment and Burst – don’ts
49 Pattern Segment and Line
51 Pattern Segment and Line – livery
52 Pattern Segment and Line – 3D examples
53 Pattern Segment and Line – don’ts
54 Using no pattern
56 Pictograms
58 Using Pictograms with Pattern Segments
59 Using Pictograms without patterns
60 Emblems
61 Olympic Emblem – overview
62 Paralympic Emblem – overview
63 Olympic and Paralympic Emblems – lock-up principle
64 Olympic and Paralympic Emblems – colour
65 Olympic and Paralympic Emblems – don’t do this
66 Colour
67 Colour specifications – print and screen
69 Colour specifications – paint and textiles
71 Colour specifications – tints
73 2 colour combinations – Brights and Darks
74 Three colour combinations – Brights and Darks
75 Colour examples – Brights
76 Colour examples – Brights and Darks
77 Colour examples – special colours
78 Typography
80 2012 Headline
82 2012 Headline colour combinations
83 2012 Headline examples
86 2012 Headline don’t do this
87 Futura
88 Arial
89 Futura/Arial colour combinations
90 Using typography well
91 Futura/Arial don’t do this
92 Imagery
93 Imagery principles
98 Imagery overview
103 Cropping images
105 Tone of voice
108 Contact details
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex3
It promised to inspire the youth of the world.
To engage, involve and enthuse – to change lives.
It promised to put the Olympic Games and
Paralympic Games at the heart of contemporary life.
This demands a step change. Moving the Olympic
Games brand beyond sport, beyond the elite,
beyond the host city. Bringing it to everyone, old
and young. Making it relevant, giving it resonance.
London can do this.
Our influence, our talent and our brand can move
the Games on. London 2012 will bring new energy,
new relevance to the Olympic Games. It will bring
the Games closer to everyone.
London’s 2012 bid was like no other
It promised to inspire the youth of the world.
To engage, involve and enthuse – to change lives.
It promised to put the Olympic Games and
Paralympic Games at the heart of contemporary life.
This demands a step change. Moving the Olympic
Games brand beyond sport, beyond the elite,
beyond the host city. Bringing it to everyone, old
and young. Making it relevant, giving it resonance.
London can do this.
Our influence, our talent and our brand can move
the Games on. London 2012 will bring new energy,
new relevance to the Olympic Games. It will bring
the Games closer to everyone.
London’s 2012 bid was like no other
April 2010PrintIndex4 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007
A Games closer to everyone
To connect with everyone, we need to inspire, captivate,
involve and share with everyone like never before. We need
to think differently. We need to go beyond the expected.
To push beyond our personal best.
From how we promote sustainability to how we use technology
and new media to take the Games to the world. Our identity
cannot be ordinary. It has to challenge conventions, break new
ground, raise pulses and leave a lasting impression.
Provocative, unexpected, distinctive and bursting with life.
It captures the youthful spirit of London and the energy of the
Games. It cannot just sit quietly in a corner.
The Olympic and Paralympic Emblems are symbols like no other…
A Games closer to everyone
To connect with everyone, we need to inspire, captivate,
involve and share with everyone like never before. We need
to think differently. We need to go beyond the expected.
To push beyond our personal best.
From how we promote sustainability to how we use technology
and new media to take the Games to the world. Our identity
cannot be ordinary. It has to challenge conventions, break new
ground, raise pulses and leave a lasting impression.
Provocative, unexpected, distinctive and bursting with life.
It captures the youthful spirit of London and the energy of the
Games. It cannot just sit quietly in a corner.
The Olympic and Paralympic Emblems are symbols like no other…
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex5
The creative idea
Energy bursts out from the heart of our identity, in all directions,
connecting everyone and bringing everyone together...
To inspire and share with them the spirit of the London Olympic
and Paralympic Games.
The creative idea
Energy bursts out from the heart of our identity, in all directions,
connecting everyone and bringing everyone together...
To inspire and share with them the spirit of the London Olympic
and Paralympic Games.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex6
The World
is coming
The World
is coming
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex7
To the United Kingdom
To the United Kingdom
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex8
To London
with East London
at the heart
To London
with East London
at the heart
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex9
To the Olympic Park
To the Olympic Park
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex10
to the athlete on
the field of play
to the athlete on
the field of play
11 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
Go create…
The London 2012 brand is one of the most complex
branding systems in the world of sport. The visual
expression crosses every touchpoint and new ones
to come. It has to surprise and delight, be flexible,
yet be consistent and coherent.
The following examples demonstrate the system
applied across typical applications.
Go create…
The London 2012 brand is one of the most complex
branding systems in the world of sport. The visual
expression crosses every touchpoint and new ones
to come. It has to surprise and delight, be flexible,
yet be consistent and coherent.
The following examples demonstrate the system
applied across typical applications.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex12
Our flexible
system
This burst of energy from the heart of our identity will be
our system. It is a system with set rules which allows our
creative idea to be present in all of our communications:
– It encourages interpretation and creativity and ensures
a consistent control.
– It simplifies and brings clarity to our existing visual assets.
– It creates an exciting foundation for the development
of our brand.
This is a system like no other...
Our flexible
system
This burst of energy from the heart of our identity will be
our system. It is a system with set rules which allows our
creative idea to be present in all of our communications:
– It encourages interpretation and creativity and ensures
a consistent control.
– It simplifies and brings clarity to our existing visual assets.
– It creates an exciting foundation for the development
of our brand.
This is a system like no other...
13 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
14 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
15 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
16 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
17 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
18 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Examples shown for illustrative purposes only.
19 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To make sure you have created something that is on brand,
it’s worth running through these 15 questions to see if your
piece of communication fits into all the criteria.
London 2012 brand checklist
The look
10. Does it use our Flexible Grid correctly?
Please refer to page 21 onwards.
11. Is the Emblem in the right place, at the right
size and does it have enough standout?
12. Have you limited the number of colours?
13. Do the graphic elements, the copy and
imagery work as a whole?
14. If you cover the Emblem up does the
communication look London 2012?
15. What impact are you creating for
your audience?
The idea
1. Does it reflect our ambition of a
Games for everyone?
2. Does it inspire and
encourage participation?
3. Does it suggest pushing beyond
your personal best?
The content
4. Is it accessible and inspirational?
Do the headings draw you in?
5. Is it clear, concise, informative,
and fit for purpose?
6. Does the tone of voice feel
London 2012?
The images
7. Do the images really inspire you?
8. Do they help tell the story or set the mood?
9. Are they cropped in an interesting or
unusual way?
London 2012 Brand Expression: Overview
To make sure you have created something that is on brand,
it’s worth running through these 15 questions to see if your
piece of communication fits into all the criteria.
London 2012 brand checklist
The look
10. Does it use our Flexible Grid correctly?
Please refer to page 21 onwards.
11. Is the Emblem in the right place, at the right
size and does it have enough standout?
12. Have you limited the number of colours?
13. Do the graphic elements, the copy and
imagery work as a whole?
14. If you cover the Emblem up does the
communication look London 2012?
15. What impact are you creating for
your audience?
The idea
1. Does it reflect our ambition of a
Games for everyone?
2. Does it inspire and
encourage participation?
3. Does it suggest pushing beyond
your personal best?
The content
4. Is it accessible and inspirational?
Do the headings draw you in?
5. Is it clear, concise, informative,
and fit for purpose?
6. Does the tone of voice feel
London 2012?
The images
7. Do the images really inspire you?
8. Do they help tell the story or set the mood?
9. Are they cropped in an interesting or
unusual way?
20 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our toolkit is based around these elements:
1. London 2012 Emblems.
2. Flexible Grid.
3. Pattern.
4. Typography.
5. Colours.
6. Imagery.
7. Pictograms.
The following pages will show you how to apply
the London 2012 brand elements effectively.
Our toolkit
Olympic Emblems Paralympic Emblems
2012 HeadlineFuturaArialTypography
Colours
Flexible Grid Pattern Segment
Athletes Dynamic
Brights
Burst
Community Silhouette
Darks Black and White Specials
Segment and Burst
Places
Segment and Line
Objects PictogramsImagery
London 2012 Brand Expression: Overview
Our toolkit is based around these elements:
1. London 2012 Emblems.
2. Flexible Grid.
3. Pattern.
4. Typography.
5. Colours.
6. Imagery.
7. Pictograms.
The following pages will show you how to apply
the London 2012 brand elements effectively.
Our toolkit
Olympic Emblems Paralympic Emblems
2012 HeadlineFuturaArialTypography
Colours
Flexible Grid Pattern Segment
Athletes Dynamic
Brights
Burst
Community Silhouette
Darks Black and White Specials
Segment and Burst
Places
Segment and Line
Objects PictogramsImagery
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex21
Flexible Grid
Flexible Grid
22 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our creative idea of ‘energy bursting from the centre’ is expressed
through the Flexible Grid.
The Flexible Grid has at the heart of it the construction lines of
our Emblem and is used in a variety of ways across all of our
applications as an expression of our creative idea.
It has a set of rules which are easy to follow, and encourages
interpretation and creativity but within a consistent control.
This is a grid like no other...
Flexible Grid – overview
London 2012 Brand Expression: Overview
Our creative idea of ‘energy bursting from the centre’ is expressed
through the Flexible Grid.
The Flexible Grid has at the heart of it the construction lines of
our Emblem and is used in a variety of ways across all of our
applications as an expression of our creative idea.
It has a set of rules which are easy to follow, and encourages
interpretation and creativity but within a consistent control.
This is a grid like no other...
Flexible Grid – overview
(3D and object only)
Go to london2012.com
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turpis iaculis laoreet sed quis metus.
Go to london2012.com
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Fusce ultricies varius ligula quis congue. Praesent
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Passion
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ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
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Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Sit amet, conse ctetur adipiscing elit.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Praesent consectetur ullamcorper
ero snon tempor nibh congue ut.
Donec ut odio ut turpis iaculis
laoreet sed quis metus.
23 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
The Flexible Grid allows us to tailor our designs to suit the
many different audiences and applications. Our design
language can be dialled up or down. For the general public
or youth, impact and energy can be created on merchandise,
posters and banners, whilst a quieter tone can be used for
partners and stakeholder communications.
Flexible Grid – creating variety
Segment and LineSegments and BurstsBurstsSegments
Go to london2012.com
Fusce ultricies varius ligula quis congue. Praesent consectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut
turpis iaculis laoreet sed quis metus.
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adipiscing elit.
Quisque pelle ntesque vehicula augue eget volutpat. Ut ut
nisl at urna convallis auctor. Fusce ultricies varius ligula
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed quis
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh congue ut.
Donec ut odio ut turpis iaculis laoreet sed quis metus.
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh congue ut.
Donec ut odio ut turpis iaculis laoreet sed quis metus.
Passion
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Sit amet, conse ctetur adipiscing elit.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Praesent consectetur ullamcorper
ero snon tempor nibh congue ut.
Donec ut odio ut turpis iaculis
laoreet sed quis metus.
23 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
The Flexible Grid allows us to tailor our designs to suit the
many different audiences and applications. Our design
language can be dialled up or down. For the general public
or youth, impact and energy can be created on merchandise,
posters and banners, whilst a quieter tone can be used for
partners and stakeholder communications.
Flexible Grid – creating variety
Segment and LineSegments and BurstsBurstsSegments
Dive into
the Games
join in @ london2012.com
Get Set
join in @ london2012.com
Ensuring
our athletes
aim high
24 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Choosing a focal point in a design
Once you’ve considered your audience and the type of application
you are creating, the first step is to choose the main focal point
on the application over which to place the heart of the Grid.
This may be a key word or phrase, a point on an image, or the
space in an environment.
The list below suggest some areas of action or interest,
particularly in an image, that might be used as a focal point:
––Point of energy.
––Point of interaction.
––Point of emotion.
––Point of involvement.
––Point of engagement.
––Point of concentration.
––Point of intensity.
––Point of commitment.
––Point of interest.
––Point of connection.
Step 1: Choosing a focal point
Over imagery Over objectsOver typography
the Games
join in @ london2012.com
Get Set
join in @ london2012.com
Ensuring
our athletes
aim high
24 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Choosing a focal point in a design
Once you’ve considered your audience and the type of application
you are creating, the first step is to choose the main focal point
on the application over which to place the heart of the Grid.
This may be a key word or phrase, a point on an image, or the
space in an environment.
The list below suggest some areas of action or interest,
particularly in an image, that might be used as a focal point:
––Point of energy.
––Point of interaction.
––Point of emotion.
––Point of involvement.
––Point of engagement.
––Point of concentration.
––Point of intensity.
––Point of commitment.
––Point of interest.
––Point of connection.
Step 1: Choosing a focal point
Over imagery Over objectsOver typography
25 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
How large or small you use the Grid over an application will
determine the amount of detail and energy that is created.
The larger the Grid the bigger the elements used in the design,
used smaller and more energy may be created.
Step 2: Scaling the Flexible Grid
Small Medium Large The Grid may be rotated
The Grid may be extended
London 2012 Brand Expression: Overview
How large or small you use the Grid over an application will
determine the amount of detail and energy that is created.
The larger the Grid the bigger the elements used in the design,
used smaller and more energy may be created.
Step 2: Scaling the Flexible Grid
Small Medium Large The Grid may be rotated
The Grid may be extended
PrecisionPrecisionPrecision
26 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Having determined your audience and function of the communication,
choose the focal point in your image. Overlay the heart of the Grid at
the required scale to determine the impact required and draw in the
Segments or Bursts required.
1. Decide your focal point.
2. Centre the Grid over the focal point
– The Grid may be scaled up or down
– The Grid may be rotated
– The Grid may be extended, or cropped to fit.
3. Create shapes by highlighting Segments/Lines around focal point.
4. The shapes/Lines accentuate the focal point.
Flexible Grid – using over imagery
1.
2.
3.3. 3.
4.4. 4.
26 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Having determined your audience and function of the communication,
choose the focal point in your image. Overlay the heart of the Grid at
the required scale to determine the impact required and draw in the
Segments or Bursts required.
1. Decide your focal point.
2. Centre the Grid over the focal point
– The Grid may be scaled up or down
– The Grid may be rotated
– The Grid may be extended, or cropped to fit.
3. Create shapes by highlighting Segments/Lines around focal point.
4. The shapes/Lines accentuate the focal point.
Flexible Grid – using over imagery
1.
2.
3.3. 3.
4.4. 4.
27 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Choose the focal point based on a key word, headline, or
determine the centre of an application. Overlay the heart of the
Grid at the required scale to determine the impact required and
draw in the Segments or Bursts required.
1. Decide your focal point.
2. Centre the Grid over the focal point
– The Grid may be scaled up or down
– The Grid may be rotated
– The Grid may be extended, or cropped to fit.
3. Create shapes by highlighting Segments/Lines around
focal point.
4. The shapes/lines accentuate the focal point.
Flexible Grid – using over typography/objects
1.
2.
3. 3.3.
4. 4.4.
London 2012 Brand Expression: Overview
Choose the focal point based on a key word, headline, or
determine the centre of an application. Overlay the heart of the
Grid at the required scale to determine the impact required and
draw in the Segments or Bursts required.
1. Decide your focal point.
2. Centre the Grid over the focal point
– The Grid may be scaled up or down
– The Grid may be rotated
– The Grid may be extended, or cropped to fit.
3. Create shapes by highlighting Segments/Lines around
focal point.
4. The shapes/lines accentuate the focal point.
Flexible Grid – using over typography/objects
1.
2.
3. 3.3.
4. 4.4.
28 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
We no longer use Pattern treatments such as repeat and
combination patterns. This will ensure our other Pattern treatments
such as Pattern Bursts and Pattern Segments will be used more
efficiently in order to create a stronger and more consistent brand.
1. We no longer use repeat patterns.
2. We no longer use combination Segments.
Patterns no longer in use
1. 2.
London 2012 Brand Expression: Overview
We no longer use Pattern treatments such as repeat and
combination patterns. This will ensure our other Pattern treatments
such as Pattern Bursts and Pattern Segments will be used more
efficiently in order to create a stronger and more consistent brand.
1. We no longer use repeat patterns.
2. We no longer use combination Segments.
Patterns no longer in use
1. 2.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex29
Pattern
Segments
Pattern
Segments
What will be happening in your local area at games time?www.london2012.com What will be happening in your local area at games time
What will be happening in your
local area at games time.
Dive
into
the
Games
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
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Fusce ultricies varius ligula quis
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ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
Dive
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What will be happening in your local area at games timewww.london2012.com
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
What will be happening in your
local area at games time www.london2012.com What will be happening in your local area at games time
What will be happening in your
local area at games time.
Dive
into
the
Games
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
Dive
www.london2012.com
What will be happening in your local area at games timewww.london2012.com
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
What will be happening in your local area at games time www.london2012.com
What will be happening in your local area at games time?www.london2012.com
30 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments are large graphic shapes that come from the
Grid. They are used to hold text, colour, images and to create
energy in layouts.
Overlaying the Grid creates different Pattern Segment layouts.
Use one larger Segment, supported with a few ‘highlight’ Segments
in another colour.
Pattern Segments can be used in a variety of different ways
as shown here, with imagery, as pure graphic layouts, or with
copy-heavy applications.
Only use a maximum of two colours with imagery and a maximum
of three colours in pure graphic layouts.
Pattern Segments – overview
What will be happening in your
local area at games time.
Dive
into
the
Games
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
Dive
www.london2012.com
What will be happening in your local area at games timewww.london2012.com
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
What will be happening in your
local area at games time www.london2012.com What will be happening in your local area at games time
What will be happening in your
local area at games time.
Dive
into
the
Games
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
Dive
www.london2012.com
What will be happening in your local area at games timewww.london2012.com
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
What will be happening in your local area at games time www.london2012.com
What will be happening in your local area at games time?www.london2012.com
30 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments are large graphic shapes that come from the
Grid. They are used to hold text, colour, images and to create
energy in layouts.
Overlaying the Grid creates different Pattern Segment layouts.
Use one larger Segment, supported with a few ‘highlight’ Segments
in another colour.
Pattern Segments can be used in a variety of different ways
as shown here, with imagery, as pure graphic layouts, or with
copy-heavy applications.
Only use a maximum of two colours with imagery and a maximum
of three colours in pure graphic layouts.
Pattern Segments – overview
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Get set
What will be happening in your local area at Games time www.london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Aiming high
Go to london2012.com
Dive in
Go to london2012.com
31 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Segments in varying amounts: from less, to more,
depending on the type of tone and energy you want to convey.
Pattern Segments – range
MoreLess
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Get set
What will be happening in your local area at Games time www.london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Aiming high
Go to london2012.com
Dive in
Go to london2012.com
31 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Segments in varying amounts: from less, to more,
depending on the type of tone and energy you want to convey.
Pattern Segments – range
MoreLess
Lorem ipsum dolor ipsuk eoreler etum
sit ament consednc vantest in 2012
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis then
congue. Praesent consectetur ate sdu
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis are is
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis.
Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur aet is
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem Ipsumus
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis ares
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem ipsum dolor consectetur adipisnglit bitur
ctetur adipisnglit bitur ipsum dolor con
Precision
Go to london2012.com
Get into
the Games
Go to london2012.com
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis then
congue. Praesent consectetur ate sdu
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis are is
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur aet is
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem Ipsumus
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
32 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments – print examples
sit ament consednc vantest in 2012
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis then
congue. Praesent consectetur ate sdu
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis are is
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis.
Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur aet is
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem Ipsumus
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis ares
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem ipsum dolor consectetur adipisnglit bitur
ctetur adipisnglit bitur ipsum dolor con
Precision
Go to london2012.com
Get into
the Games
Go to london2012.com
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis then
congue. Praesent consectetur ate sdu
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis are is
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur aet is
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Lorem Ipsumus
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis are
laoreet sed quis metus. Donec et es
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
32 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments – print examples
33 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments – print examples
London 2012 Brand Expression: Overview
Pattern Segments – print examples
34 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments
– merchandise examples
London 2012 Brand Expression: Overview
Pattern Segments
– merchandise examples
Catch the
excitement
Go to london2012.com
Passion for
the Games
Go to london2012.com
Dive in
Go to london2012.com
Go to london2012.com Go to london2012.com
Get into the Games
Passion for
the games
Go to london2012.com
35 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Segments in a consistent way. Here are some examples of
what we cannot do with Pattern Segments:
1. Don’t use more than one large Pattern Segment.
2. Don’t have Segments all same shape or size.
3. Don’t use shapes that are too regular or consistent
(i.e. diamonds, squares).
4. Don’t use more than two Bright colours on layouts.
5. Don’t cover up the main focus of the image.
6. Don’t use all Bright/Dark colours.
Pattern Segments – don’ts
1.
4.
2.
5.
3.
6.
excitement
Go to london2012.com
Passion for
the Games
Go to london2012.com
Dive in
Go to london2012.com
Go to london2012.com Go to london2012.com
Get into the Games
Passion for
the games
Go to london2012.com
35 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Segments in a consistent way. Here are some examples of
what we cannot do with Pattern Segments:
1. Don’t use more than one large Pattern Segment.
2. Don’t have Segments all same shape or size.
3. Don’t use shapes that are too regular or consistent
(i.e. diamonds, squares).
4. Don’t use more than two Bright colours on layouts.
5. Don’t cover up the main focus of the image.
6. Don’t use all Bright/Dark colours.
Pattern Segments – don’ts
1.
4.
2.
5.
3.
6.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex36
Pattern
Burst
Pattern
Burst
Passion for the Games
What will be happening in your local area at games time www.london2012.com
Lorem ipsum dolor estus the sit vamet quit justpallen
tisque vehicula araugue urna at nisl neqe.
Passion for
the Games
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Donec nec turpis at turpis.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
www.london2012.com
Go to london2012.com
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Passion
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
www.london2012.com
Lo
nd
on
Go to london2012.com
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Passion
37 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Bursts are graphic shapes that come from the Grid.
They are used to accentuate physical movement, expression,
or energy in a design.
Overlaying the Grid creates different Pattern Burst layouts.
Always cluster the Pattern Burst around your focal point. Always
use a variety of different sizes and shapes to create dynamism.
Use only a maximum of two colours with imagery and a maximum
of three colours with pure graphic layouts.
Pattern Burst – overview
What will be happening in your local area at games time www.london2012.com
Lorem ipsum dolor estus the sit vamet quit justpallen
tisque vehicula araugue urna at nisl neqe.
Passion for
the Games
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse ctetur adipiscing elit. Quisque pelle ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Donec nec turpis at turpis.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
www.london2012.com
Go to london2012.com
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Passion
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
www.london2012.com
Lo
nd
on
Go to london2012.com
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Passion
37 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Bursts are graphic shapes that come from the Grid.
They are used to accentuate physical movement, expression,
or energy in a design.
Overlaying the Grid creates different Pattern Burst layouts.
Always cluster the Pattern Burst around your focal point. Always
use a variety of different sizes and shapes to create dynamism.
Use only a maximum of two colours with imagery and a maximum
of three colours with pure graphic layouts.
Pattern Burst – overview
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Rise to the
challenge
Double page spread about
Long Jump during 2012
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
38 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Bursts in varying amounts: from less, to more,
depending on the type of tone and energy you want to convey.
Pattern Burst – range
MoreLess
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Rise to the
challenge
Double page spread about
Long Jump during 2012
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
38 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Bursts in varying amounts: from less, to more,
depending on the type of tone and energy you want to convey.
Pattern Burst – range
MoreLess
03
On your bike
Go to london2012.com
Go to london2012.com
Go to london2012.com
Flipping magic
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis laoreet sed quis metus.
Get set
What will be happening in your local area at Games time www.london2012.com
39 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: less
On your bike
Go to london2012.com
Go to london2012.com
Go to london2012.com
Flipping magic
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis laoreet sed quis metus.
Get set
What will be happening in your local area at Games time www.london2012.com
39 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: less
Passion for
the Games
Go to london2012.com to get inspired
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis.
Passion
Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
40 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: more
the Games
Go to london2012.com to get inspired
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis.
Passion
Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
40 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: more
Go to london2012.com
03
What will be happening in your local area at games time
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Go to london2012.com
On your marks
Fusce ultricies varius ligula quis congue. Praesent consectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut tu
rpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis.
Vivamus volutpat faucibus erat.
Ensuring
our athletes
aim high
Go to london2012.com
Lorem ipsum dolor esier ett us the sit vamet quit jus loret
pallentisque vehicula aieolr augue urna at nisl nesriqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Go to london2012.com
41 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: more
03
What will be happening in your local area at games time
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Go to london2012.com
On your marks
Fusce ultricies varius ligula quis congue. Praesent consectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut tu
rpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis.
Vivamus volutpat faucibus erat.
Ensuring
our athletes
aim high
Go to london2012.com
Lorem ipsum dolor esier ett us the sit vamet quit jus loret
pallentisque vehicula aieolr augue urna at nisl nesriqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Go to london2012.com
41 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst
– print examples: more
42 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Burst – 3D examples
London 2012 Brand Expression: Overview
Pattern Burst – 3D examples
Go to london2012.com
Passion for
the Games
Precision
Go to london2012.com
Catch the
excitement
Go to london2012.com
Go to london2012.com
Energy
Go to london2012.com
Passion for
the Games
Dive in
Go to london2012.com
43 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Bursts in a consistent way. Here are some examples of what
we cannot do with a Pattern Burst:
1. Don’t spread a Burst out so that it lacks focus.
2. Don’t have too many sharp Pattern Bursts.
3. Don’t have Pattern Bursts in all similar shapes and/or sizes.
4. Don’t cover up the main focus of the image.
5. Don’t use more than two colours on images, or three colours on
pure graphic layouts.
6. Don’t use only Dark colours.
Pattern Burst – don’ts
1.
4.
2.
5.
3.
6.
Passion for
the Games
Precision
Go to london2012.com
Catch the
excitement
Go to london2012.com
Go to london2012.com
Energy
Go to london2012.com
Passion for
the Games
Dive in
Go to london2012.com
43 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Bursts in a consistent way. Here are some examples of what
we cannot do with a Pattern Burst:
1. Don’t spread a Burst out so that it lacks focus.
2. Don’t have too many sharp Pattern Bursts.
3. Don’t have Pattern Bursts in all similar shapes and/or sizes.
4. Don’t cover up the main focus of the image.
5. Don’t use more than two colours on images, or three colours on
pure graphic layouts.
6. Don’t use only Dark colours.
Pattern Burst – don’ts
1.
4.
2.
5.
3.
6.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex44
Pattern Segment
and Burst
Pattern Segment
and Burst
Fusce ultricies varius ligula quis congue.
Praesent consectetur ullamcorper eros, non tempor nibh
congDonec ut odio ut turpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum
iaculis. Vivamus volutpat faucibus erat.
www.london2012.com
Fusce ultricies varius ligula quis congue.
Praesent consectetur ullamcorper eros, non tempor nibh
congDonec ut odio ut turpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum
iaculis. Vivamus volutpat faucibus erat.
www.london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis.
Vivamus volutpat faucibus erat. .
www.london2012.com
Get
into the
Games
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
www.london2012.com
45 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments and Bursts use a combination of both types of
Pattern. These can be used in cases where you want to use Pattern
Bursts to accentuate physical movement, expression, or energy in a
design and Pattern Segments to hold additional information.
Use only one large Pattern Segment then add a Pattern Burst.
This can be used in a variety of different ways as shown here: with
imagery, as pure graphic layouts, or with copy heavy applications.
Use only a maximum of two colours with imagery and a maximum
of three colours with pure graphic layouts.
Pattern Segment and Burst
– overview
Praesent consectetur ullamcorper eros, non tempor nibh
congDonec ut odio ut turpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum
iaculis. Vivamus volutpat faucibus erat.
www.london2012.com
Fusce ultricies varius ligula quis congue.
Praesent consectetur ullamcorper eros, non tempor nibh
congDonec ut odio ut turpis iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum
iaculis. Vivamus volutpat faucibus erat.
www.london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis.
Vivamus volutpat faucibus erat. .
www.london2012.com
Get
into the
Games
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
www.london2012.com
45 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segments and Bursts use a combination of both types of
Pattern. These can be used in cases where you want to use Pattern
Bursts to accentuate physical movement, expression, or energy in a
design and Pattern Segments to hold additional information.
Use only one large Pattern Segment then add a Pattern Burst.
This can be used in a variety of different ways as shown here: with
imagery, as pure graphic layouts, or with copy heavy applications.
Use only a maximum of two colours with imagery and a maximum
of three colours with pure graphic layouts.
Pattern Segment and Burst
– overview
Go to london2012.com
Explosive
What will be happening in your local area at Games time
Go to london2012.com
Fusce ultricies varius ligula quis congue.
Praesent consectetur ullamcorper eros, non
tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet
sed quis metusonec et euism.
od est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis.
Fusce ultricies varius ligula
quis congue praesent
consectetur ullamcorper
Lorem ipsum dolor sit amet, conse ctetur adipiscingelit. Quisque pelle nte
volutpat ut nisl at urna convallis auctor fusce ultricies varius ligula quis.
Be part of it
Go to london2012.com Aim...
Experience something you’ve never
seen before at the Paralympic Games
Go to london2012.com
46 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Segments and Bursts in varying amounts:
from less, to more, depending on the type of tone and energy you
want to convey.
Pattern Segment and Burst
– range
MoreLess
Explosive
What will be happening in your local area at Games time
Go to london2012.com
Fusce ultricies varius ligula quis congue.
Praesent consectetur ullamcorper eros, non
tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent
consectetur ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet
sed quis metusonec et euism.
od est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis.
Fusce ultricies varius ligula
quis congue praesent
consectetur ullamcorper
Lorem ipsum dolor sit amet, conse ctetur adipiscingelit. Quisque pelle nte
volutpat ut nisl at urna convallis auctor fusce ultricies varius ligula quis.
Be part of it
Go to london2012.com Aim...
Experience something you’ve never
seen before at the Paralympic Games
Go to london2012.com
46 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use Pattern Segments and Bursts in varying amounts:
from less, to more, depending on the type of tone and energy you
want to convey.
Pattern Segment and Burst
– range
MoreLess
Find out more at london2012.com
into action
Things are taking shape in the sports arena,
lorem ipsum dolor sit amet vivacu amore,
consectetur adipisicing elit musth amesed do
eiusmod licks.
Dorem ipsum dolor sit amet vivacu amore,
consectetur adipisicing elit musth amesed do
eiusmod licks. Rile sit amet vivacu amore,
consectetur adipisicing consectetur Et lio
adipisicing elit musth amesed do eiusmod
licks. Dorem ipsum dolor sit amet vivacu
Lamore, consectetur adipisicing elit musth
amesed do eiusmod licks. Rile sit amet
vivacu amore, consectetur adipisicing
Nsectetur ullamcorper eros, non tempor nibh congue ut.
Donec ut odio utturpis iaculis laoreet sed quis metus. Frutristique convallis
aecenas id arcu eget est fermentum iaculis. Vivamus volutpat faucibus
eratnsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metusut odio utturpis iaculis laoreet sed.
Find out more at london2012.com
Get into it
london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Go to london2012.com
Energy
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. Donec et
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut
turpis iaculis laoreet sed quis metus.
Passion
47 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Burst
– print examples
into action
Things are taking shape in the sports arena,
lorem ipsum dolor sit amet vivacu amore,
consectetur adipisicing elit musth amesed do
eiusmod licks.
Dorem ipsum dolor sit amet vivacu amore,
consectetur adipisicing elit musth amesed do
eiusmod licks. Rile sit amet vivacu amore,
consectetur adipisicing consectetur Et lio
adipisicing elit musth amesed do eiusmod
licks. Dorem ipsum dolor sit amet vivacu
Lamore, consectetur adipisicing elit musth
amesed do eiusmod licks. Rile sit amet
vivacu amore, consectetur adipisicing
Nsectetur ullamcorper eros, non tempor nibh congue ut.
Donec ut odio utturpis iaculis laoreet sed quis metus. Frutristique convallis
aecenas id arcu eget est fermentum iaculis. Vivamus volutpat faucibus
eratnsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metusut odio utturpis iaculis laoreet sed.
Find out more at london2012.com
Get into it
london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Go to london2012.com
Energy
Lorem ipsum dolor erter iest
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. Donec et
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut
turpis iaculis laoreet sed quis metus.
Passion
47 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Burst
– print examples
Go to london2012.com
Catch the
excitement
Go to london2012.comGet involved
Passion
Enjoyment
Go to london2012.com
Go to london2012.com
Energy
Go to london2012.com
Lift off
at the Games
Join the
excitement
Consectetur adipisicing elit,
sed do eiusmod tempor sita
incididunt ut labore et doloe
magna aliqua. Ut enim ad
minim veniam, quis nostrud
exercitation ullamco laboris
nisi ut aliquip ex ea commo
consequat.
Duis aute irure is dolor in
reprehenderit in int voluptate
velit esse cillum et dolore eu
fugiat nulla pariar. Excepteur
sint occaecat tr y cupidatat non
proident, sunt culpa qui officia
deserunt mollit anim id est
laborum. Duis aute irure dolor.
Consectetur adipisicing elit,
sed do eiusmod tempor sita
incididunt ut labore et doloe
magna aliqua.
Ut enim ad minim veniam,
quis nostrud exercitation
ullamco laboris nisi ut aliquip
ex ea commo consequat. Duis
aute irure is dolor in reprehe.
Go to london2012.com
48 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Burst
– don’ts
To maintain a strong and distinctive brand it is important to use
Pattern Segment and Bursts in a consistent way. Here are some
examples of what we cannot do with Pattern Segment and Bursts:
1. Don’t use more than one main Segment on a design.
2. Don’t cover up the main focus of the image.
3. Don’t have multiple focus points for Bursts.
4. Don’t use more than one colour on image, or two colours
on pure graphic layout.
5. Don’t use only Dark colours.
6. Don’t spread a Burst out so it lacks focus.
1.
4.
2.
5.
3.
6.
Catch the
excitement
Go to london2012.comGet involved
Passion
Enjoyment
Go to london2012.com
Go to london2012.com
Energy
Go to london2012.com
Lift off
at the Games
Join the
excitement
Consectetur adipisicing elit,
sed do eiusmod tempor sita
incididunt ut labore et doloe
magna aliqua. Ut enim ad
minim veniam, quis nostrud
exercitation ullamco laboris
nisi ut aliquip ex ea commo
consequat.
Duis aute irure is dolor in
reprehenderit in int voluptate
velit esse cillum et dolore eu
fugiat nulla pariar. Excepteur
sint occaecat tr y cupidatat non
proident, sunt culpa qui officia
deserunt mollit anim id est
laborum. Duis aute irure dolor.
Consectetur adipisicing elit,
sed do eiusmod tempor sita
incididunt ut labore et doloe
magna aliqua.
Ut enim ad minim veniam,
quis nostrud exercitation
ullamco laboris nisi ut aliquip
ex ea commo consequat. Duis
aute irure is dolor in reprehe.
Go to london2012.com
48 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Burst
– don’ts
To maintain a strong and distinctive brand it is important to use
Pattern Segment and Bursts in a consistent way. Here are some
examples of what we cannot do with Pattern Segment and Bursts:
1. Don’t use more than one main Segment on a design.
2. Don’t cover up the main focus of the image.
3. Don’t have multiple focus points for Bursts.
4. Don’t use more than one colour on image, or two colours
on pure graphic layout.
5. Don’t use only Dark colours.
6. Don’t spread a Burst out so it lacks focus.
1.
4.
2.
5.
3.
6.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex49
Pattern
Segment and Line
Pattern
Segment and Line
G
o
to
lo
n
d
o
n
2
0
1
2
.com
50 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Line derive directly from the Grid. This is used
as a pure expression of our creative idea. Pattern Segment and Line
can be interpreted as a flat 2D graphic, or in a 3D structural way.
When used as a 2D graphic it can be used on a variety of
applications as shown here. Lines always connect to the outer edges
of a Pattern Segment, there is never a Segment edge without a Line.
Use three colours maximum when using Pattern Segment and Line.
For more information on how to use Pattern Segments and Lines
within 3D structures and environments refer to the 3D Brand
Expression guidelines.
Pattern Segment and Line
– overview
o
to
lo
n
d
o
n
2
0
1
2
.com
50 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Line derive directly from the Grid. This is used
as a pure expression of our creative idea. Pattern Segment and Line
can be interpreted as a flat 2D graphic, or in a 3D structural way.
When used as a 2D graphic it can be used on a variety of
applications as shown here. Lines always connect to the outer edges
of a Pattern Segment, there is never a Segment edge without a Line.
Use three colours maximum when using Pattern Segment and Line.
For more information on how to use Pattern Segments and Lines
within 3D structures and environments refer to the 3D Brand
Expression guidelines.
Pattern Segment and Line
– overview
51 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Line
– livery
London 2012 Brand Expression: Overview
Pattern Segment and Line
– livery
52 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Pattern Segment and Line
– 3D examples
London 2012 Brand Expression: Overview
Pattern Segment and Line
– 3D examples
Join in
Go to london2012.com
Join in
Go to london2012.com
Passion
for the
Games
Go to london2012.com
Get into the spirit
Go to london2012.com
Get into the spirit
Go to london2012.com
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
53 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Segment and Lines in a consistent way. Here are some
examples of what we cannot do with Pattern Segments and Lines:
1. Don’t use Pattern Lines that don’t connect to the
Pattern Segments.
2. Don’t bend the Pattern Lines or curve them.
3. Don’t use different Pattern Line weights.
4. Don’t use Pattern Lines without Segments.
5. Don’t colour Pattern Lines with different colours.
6. Don’t use more than one main colour for Pattern Segments.
Pattern Segment and Line
– don’ts
1.
4.
2.
5.
3.
6.
Go to london2012.com
Join in
Go to london2012.com
Passion
for the
Games
Go to london2012.com
Get into the spirit
Go to london2012.com
Get into the spirit
Go to london2012.com
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
53 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong and distinctive brand it is important to use
Pattern Segment and Lines in a consistent way. Here are some
examples of what we cannot do with Pattern Segments and Lines:
1. Don’t use Pattern Lines that don’t connect to the
Pattern Segments.
2. Don’t bend the Pattern Lines or curve them.
3. Don’t use different Pattern Line weights.
4. Don’t use Pattern Lines without Segments.
5. Don’t colour Pattern Lines with different colours.
6. Don’t use more than one main colour for Pattern Segments.
Pattern Segment and Line
– don’ts
1.
4.
2.
5.
3.
6.
54 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
Using no pattern
Using no pattern
Ensuring our
athletes aim high
Go to london2012.com
Aim high at london2012.comAim high
Ensuring our
athletes reach
their potential
Go to london2012.com
Passion
Lorem ipsum dolor estus the sit
vamet quit just pall entisque veh
icula araugue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem ipsum dolor sit amet, conse ctetur adipiscing elit.
Quisque pelle ntesque vehicula augue eget volutpat.
55 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Typography, colour and dynamic photography can be used
to create simple layouts, whilst still retaining the look and feel
of London 2012.
––It is possible to give typography a more prominent role when
pattern is not being used.
––Photography with strong focal points should still be utilised.
Using no pattern
athletes aim high
Go to london2012.com
Aim high at london2012.comAim high
Ensuring our
athletes reach
their potential
Go to london2012.com
Passion
Lorem ipsum dolor estus the sit
vamet quit just pall entisque veh
icula araugue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem ipsum dolor sit amet, conse ctetur adipiscing elit.
Quisque pelle ntesque vehicula augue eget volutpat.
55 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Typography, colour and dynamic photography can be used
to create simple layouts, whilst still retaining the look and feel
of London 2012.
––It is possible to give typography a more prominent role when
pattern is not being used.
––Photography with strong focal points should still be utilised.
Using no pattern
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex56
Pictograms
Pictograms
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Rowing
Vamet quit just erismas pallentisque vehicula ar
augue urna at nisl neqe morc ultirces eget ligu.
57 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
London 2012 has two types of Pictogram to represent the sports
and disciplines of the Games, the Silhouette Pictogram and the
Dynamic Pictogram.
The Silhouette versions are preferred for information-based graphics
such as signage, mapping and other functional applications.
Dynamic Pictograms are used as a support graphic for the
Silhouette versions, for applications like merchandise, ticketing,
banners, livery, and other large scale applications.
For more information on using Silhouette and Dynamic
Pictograms please refer to the London 2012 Olympic and
Paralympic Pictogram guidelines.
Using Pictograms
Dynamic Silhouette
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Rowing
Vamet quit just erismas pallentisque vehicula ar
augue urna at nisl neqe morc ultirces eget ligu.
57 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
London 2012 has two types of Pictogram to represent the sports
and disciplines of the Games, the Silhouette Pictogram and the
Dynamic Pictogram.
The Silhouette versions are preferred for information-based graphics
such as signage, mapping and other functional applications.
Dynamic Pictograms are used as a support graphic for the
Silhouette versions, for applications like merchandise, ticketing,
banners, livery, and other large scale applications.
For more information on using Silhouette and Dynamic
Pictograms please refer to the London 2012 Olympic and
Paralympic Pictogram guidelines.
Using Pictograms
Dynamic Silhouette
Badminton
Cycling
Artistic
Gymnastics
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Rowing
Vamet quit just erismas pallentisque vehicula ar
augue urna at nisl neqe morc ultirces eget ligu.
58 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use the Pictograms together with Pattern Segments to hold
information and to create a more dynamic design. Overlay the
Grid onto the Pictogram to create the desired Pattern Segment in
the same way as other Pattern treatments.
Some things to remember when using Pictograms with
Pattern Segments:
––Pattern Segments hold text, copy, titles and logos.
––Only use Pattern Segments with the Dynamic Pictograms.
Don’t use Pattern Bursts or Pattern Lines.
––Use one primary Pattern Segment with a few small
highlight Segments.
––Use the position and shape of the Pattern Segment to create
depth and dynamic perspectives.
Using Pictograms with
Pattern Segments
Cycling
Artistic
Gymnastics
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Rowing
Vamet quit just erismas pallentisque vehicula ar
augue urna at nisl neqe morc ultirces eget ligu.
58 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use the Pictograms together with Pattern Segments to hold
information and to create a more dynamic design. Overlay the
Grid onto the Pictogram to create the desired Pattern Segment in
the same way as other Pattern treatments.
Some things to remember when using Pictograms with
Pattern Segments:
––Pattern Segments hold text, copy, titles and logos.
––Only use Pattern Segments with the Dynamic Pictograms.
Don’t use Pattern Bursts or Pattern Lines.
––Use one primary Pattern Segment with a few small
highlight Segments.
––Use the position and shape of the Pattern Segment to create
depth and dynamic perspectives.
Using Pictograms with
Pattern Segments
This wednesday try something different
at the Olympics, discover the
Wednesday’s
events
12/08/12
Beach
Volleyball
Paralympic
Cycling at the
VeloPark
Track cycling and road cycling
happening this week.
59 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use the Pictograms without Pattern Segments when it isn’t
necessary to hold a lot of text and copy, such as merchandising,
banners, and livery.
For more information on using Silhouette and Dynamic Pictograms,
please refer to the London 2012 Olympic and Paralympic
Pictogram guidelines.
Using Pictograms
without patterns
at the Olympics, discover the
Wednesday’s
events
12/08/12
Beach
Volleyball
Paralympic
Cycling at the
VeloPark
Track cycling and road cycling
happening this week.
59 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
You can use the Pictograms without Pattern Segments when it isn’t
necessary to hold a lot of text and copy, such as merchandising,
banners, and livery.
For more information on using Silhouette and Dynamic Pictograms,
please refer to the London 2012 Olympic and Paralympic
Pictogram guidelines.
Using Pictograms
without patterns
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex60
Emblems
Emblems
XX
61 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our core Emblem has been created to have one unique and
instantly recognisable shape. The Olympic Emblem contains the
London logotype, Olympic Symbol, and Trademark reference.
There are three different styles of Emblem:
1. Solid.
2. Solid with Buzz.
3. Buzz only.
Please refer to the Olympic and Paralympic Emblem guidelines for
more information on Emblems.
Emblem sizes
Depending on the size of application there are different Emblem
sizes available for print and on-screen use. Here is a simple guide
for determining the correct Emblem size:
Print
Emblem Small Standard Large
Emblem height (x) 15 – 27mm 27 – 200mm >200mm
On screen
Emblem Small Standard
Emblem height (x) 69 – 100px >100px
Registered Trademarks
For Emblem usage within the UK please use the
®
Registered Trademark symbol.
For Emblem usage outside of the UK please use the
™
Trademark symbol.
Olympic Emblem – overview
Solid Solid with Yellow Buzz Solid with white Buzz Buzz only
X = height of Emblem excluding the Buzz
Clear space
20% X 20% X
20% X
20% X
Minimum Emblem size guide
Minimum
Format Emblem height
DL Size 25mm
A5 Size 26mm
A4 Size 37mm
A3 Size 51mm
A2 Size 72mm
A1 Size 102mm
A0 Size 145mm
For formats not mentioned here
use the minimum size ratio of
y/10 to determine Emblem height:
y
61 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our core Emblem has been created to have one unique and
instantly recognisable shape. The Olympic Emblem contains the
London logotype, Olympic Symbol, and Trademark reference.
There are three different styles of Emblem:
1. Solid.
2. Solid with Buzz.
3. Buzz only.
Please refer to the Olympic and Paralympic Emblem guidelines for
more information on Emblems.
Emblem sizes
Depending on the size of application there are different Emblem
sizes available for print and on-screen use. Here is a simple guide
for determining the correct Emblem size:
Emblem Small Standard Large
Emblem height (x) 15 – 27mm 27 – 200mm >200mm
On screen
Emblem Small Standard
Emblem height (x) 69 – 100px >100px
Registered Trademarks
For Emblem usage within the UK please use the
®
Registered Trademark symbol.
For Emblem usage outside of the UK please use the
™
Trademark symbol.
Olympic Emblem – overview
Solid Solid with Yellow Buzz Solid with white Buzz Buzz only
X = height of Emblem excluding the Buzz
Clear space
20% X 20% X
20% X
20% X
Minimum Emblem size guide
Minimum
Format Emblem height
DL Size 25mm
A5 Size 26mm
A4 Size 37mm
A3 Size 51mm
A2 Size 72mm
A1 Size 102mm
A0 Size 145mm
For formats not mentioned here
use the minimum size ratio of
y/10 to determine Emblem height:
y
X
62 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our Paralympic Emblem shares the same shape as the Olympic
Emblem but contains a unique pattern designed for the Paralympic
Games. The Paralympic Emblem contains the London logotype,
Agitos Symbol, Paralympic Games reference and Trademark reference.
There are three different styles of Emblem:
1. Solid.
2. Solid with Buzz.
3. Buzz only.
Please refer to the Olympic and Paralympic Emblem guidelines for
more information on Emblems.
Emblem sizes
Depending on the size of communication, there are two versions
of the Paralympic Emblem available for print and on-screen use.
‘Paralympic Games’ reference inside and ‘Paralympic Games’
reference outside.
Print
Emblem Text outside Text inside Text inside
standard large
Emblem height (x) 15 – 30mm 30 – 200mm >200mm
On screen
Emblem Text outside Text inside
small standard
Emblem height (x) 69 – 100px >100px
Registered Trademarks
For Emblem usage within the UK please use the
®
Registered Trademark symbol.
For Emblem usage outside of the UK please use the
™
Trademark symbol.
Paralympic Emblem – overview
Solid Solid with Yellow Buzz Solid with white Buzz Buzz only
Clear space (text inside) Clear space (text outside)
20% X
20% X 20% X
20% X
20% X 20% X
20% X 20% X
X = height of Emblem excluding the Buzz
Minimum Emblem size guide
Minimum
Format Emblem height
DL Size 25mm
A5 Size 26mm
A4 Size 37mm
A3 Size 51mm
A2 Size 72mm
A1 Size 102mm
A0 Size 145mm
For formats not mentioned here
use the minimum size ratio of
y/10 to determine Emblem height:
y
62 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our Paralympic Emblem shares the same shape as the Olympic
Emblem but contains a unique pattern designed for the Paralympic
Games. The Paralympic Emblem contains the London logotype,
Agitos Symbol, Paralympic Games reference and Trademark reference.
There are three different styles of Emblem:
1. Solid.
2. Solid with Buzz.
3. Buzz only.
Please refer to the Olympic and Paralympic Emblem guidelines for
more information on Emblems.
Emblem sizes
Depending on the size of communication, there are two versions
of the Paralympic Emblem available for print and on-screen use.
‘Paralympic Games’ reference inside and ‘Paralympic Games’
reference outside.
Emblem Text outside Text inside Text inside
standard large
Emblem height (x) 15 – 30mm 30 – 200mm >200mm
On screen
Emblem Text outside Text inside
small standard
Emblem height (x) 69 – 100px >100px
Registered Trademarks
For Emblem usage within the UK please use the
®
Registered Trademark symbol.
For Emblem usage outside of the UK please use the
™
Trademark symbol.
Paralympic Emblem – overview
Solid Solid with Yellow Buzz Solid with white Buzz Buzz only
Clear space (text inside) Clear space (text outside)
20% X
20% X 20% X
20% X
20% X 20% X
20% X 20% X
X = height of Emblem excluding the Buzz
Minimum Emblem size guide
Minimum
Format Emblem height
DL Size 25mm
A5 Size 26mm
A4 Size 37mm
A3 Size 51mm
A2 Size 72mm
A1 Size 102mm
A0 Size 145mm
For formats not mentioned here
use the minimum size ratio of
y/10 to determine Emblem height:
y
x x
x x
63 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
In some cases it will be necessary to show both Olympic and
Paralympic Emblems together on a single piece of communication.
In this instance we use a Dual Emblem lock-up principle.
Here are some things to remember when creating a dual
Emblem lock-up:
––Both Emblems must be the same size and style
(e.g. both have a Buzz or no Buzz).
––The specified clear space between the Emblems (x) is equal to
10% Emblem height (excluding Buzz).
––The specified clear space outside the lock-up is the standard
20% Emblem height (excluding Buzz).
Olympic and Paralympic Emblems
– lock-up principle
Olympic Emblem below left.
Align highest point of Olympic Emblem
with baseline of the ‘London’ logotype.
Paralympic Emblem below left. Align
highest point of Paralympic Emblem
with baseline of the ‘London’ logotype.
Olympic Emblem above left. Align
highest point of Paralympic Emblem
with baseline of the ‘London’ logotype.
Paralympic Emblem above left.
Align highest point of Olympic Emblem
with baseline of the ‘London’ logotype.
Olympic Emblem left
Paralympic Emblem left
x x
63 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
In some cases it will be necessary to show both Olympic and
Paralympic Emblems together on a single piece of communication.
In this instance we use a Dual Emblem lock-up principle.
Here are some things to remember when creating a dual
Emblem lock-up:
––Both Emblems must be the same size and style
(e.g. both have a Buzz or no Buzz).
––The specified clear space between the Emblems (x) is equal to
10% Emblem height (excluding Buzz).
––The specified clear space outside the lock-up is the standard
20% Emblem height (excluding Buzz).
Olympic and Paralympic Emblems
– lock-up principle
Olympic Emblem below left.
Align highest point of Olympic Emblem
with baseline of the ‘London’ logotype.
Paralympic Emblem below left. Align
highest point of Paralympic Emblem
with baseline of the ‘London’ logotype.
Olympic Emblem above left. Align
highest point of Paralympic Emblem
with baseline of the ‘London’ logotype.
Paralympic Emblem above left.
Align highest point of Olympic Emblem
with baseline of the ‘London’ logotype.
Olympic Emblem left
Paralympic Emblem left
n/a
n/a
n/a
n/a
Black mono background Black only Emblems
White background
Brown background Dark green background
Green backgroundBlue backgroundOrange backgroundPink background
Burgundy background Dark blue background
64 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Shown here are the approved colour combinations for the Emblems
used on different coloured backgrounds. The Emblems can also be
used on imagery, subject to the clear space rules set out on pages
62-63. Some basic rules are as follows:
––When used on a white background Emblems can be used with
a Yellow Buzz, or no Buzz at all.
––Emblems use a white Buzz when used on coloured backgrounds.
Special usage
––For usage of ‘Buzz only’ Emblems please refer to the
London Olympic Emblem guidelines.
––The black mono Emblem with a white Buzz can only be used
on a solid black background.
Olympic and Paralympic Emblems
– colour
n/a
n/a
n/a
Black mono background Black only Emblems
White background
Brown background Dark green background
Green backgroundBlue backgroundOrange backgroundPink background
Burgundy background Dark blue background
64 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Shown here are the approved colour combinations for the Emblems
used on different coloured backgrounds. The Emblems can also be
used on imagery, subject to the clear space rules set out on pages
62-63. Some basic rules are as follows:
––When used on a white background Emblems can be used with
a Yellow Buzz, or no Buzz at all.
––Emblems use a white Buzz when used on coloured backgrounds.
Special usage
––For usage of ‘Buzz only’ Emblems please refer to the
London Olympic Emblem guidelines.
––The black mono Emblem with a white Buzz can only be used
on a solid black background.
Olympic and Paralympic Emblems
– colour
7°
-7°
obscure text
65 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use our
basic elements in a consistent way. Here are some examples of
what we cannot do with dual Emblem relationships:
1. Don’t rotate Emblems.
2. Don’t use different Emblem sizes together.
3. Don’t change the clear space distance between the Emblems.
4. Don’t position Emblems so that they obscure text or any
important elements of the background image.
5. Don’t align Emblems horizontally.
6. Don’t align Emblems vertically.
7. Don’t mix Emblem styles – if using one Emblem with a Yellow
Buzz then both Emblems must have a Yellow Buzz.
8. Don’t allow the Emblems to overlap each other.
9. Always use one Paralympic Emblem and one Olympic Emblem,
never two of the same Emblem.
Olympic and Paralympic Emblems
– don’t do this
1. 2. 3.
4. 5. 6.
7. 8. 9.
Examples shown for illustrative purposes only.
-7°
obscure text
65 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use our
basic elements in a consistent way. Here are some examples of
what we cannot do with dual Emblem relationships:
1. Don’t rotate Emblems.
2. Don’t use different Emblem sizes together.
3. Don’t change the clear space distance between the Emblems.
4. Don’t position Emblems so that they obscure text or any
important elements of the background image.
5. Don’t align Emblems horizontally.
6. Don’t align Emblems vertically.
7. Don’t mix Emblem styles – if using one Emblem with a Yellow
Buzz then both Emblems must have a Yellow Buzz.
8. Don’t allow the Emblems to overlap each other.
9. Always use one Paralympic Emblem and one Olympic Emblem,
never two of the same Emblem.
Olympic and Paralympic Emblems
– don’t do this
1. 2. 3.
4. 5. 6.
7. 8. 9.
Examples shown for illustrative purposes only.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex66
Colour
Colour
67 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour specifications – print and screen
The London 2012 colours communicate the spirit of London 2012
through their energetic and youthful tones. Use singularly and
in combinations to build an ownable visual language instantly
recognisable and unique to the London 2012 Games.
For consistency always use the colour specifications given here
rather than any standard breakdowns. Always visually match to
a current Pantone
®
swatch book for accuracy.
Wherever possible use only solid colour for our brand materials.
Tints of our brand colours should only be used in exceptional
circumstances and is restricted to use in graphs and tables.
Please see page 72 for more information on using tints.
* Note: Yellow should only be used as a highlight colour and
never a primary background colour.
Special use Gold and Silver
For further information on the use of gold and silver, please refer
to the London 2012 Olympic and Paralympic Emblem guidelines
Print stock
We use recycled or sustainable resources, our recommended print
stock is Robert Horne Revive and Revive Silk. All stocks should
contain a minimum of 75% recycled materials. Please refer to the
Sustainable Sourcing Code on our website for further information.
HEX values
These are the HEX values for core London 2012 use on graphics
only. When using these as text, or text on these colours, additional
rules apply. Please see the online guidelines for more information.
Pink
match to PMS
®
232
C:0 M:100 Y:0 K:0
R:223 G:0 B:148
HEX: DF0094
Yellow*
match to PMS
®
3945
C:0 M:0 Y:100 K:0
R:255 G:235 B:0
HEX: FFEB00
Burgundy
match to PMS
®
5195
C:15 M:70 Y:0 K:75
R:68 G:25 B:59
HEX: 44193B
Gold
match to PMS
®
871
Brights
Mono
Darks (additional colours for background use)
Exceptional use
Orange
match to PMS
®
171
C:0 M:85 Y:100 K:0
R:255 G:85 B:0
HEX: FF5500
Black
match to PMS
®
Process Black
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
Brown
match to PMS
®
411
C:0 M:30 Y:30 K:80
R:74 G:41 B:34
HEX: 4A2922
Silver
match to PMS
®
877
Blue
match to PMS
®
312
C:90 M:0 Y:15 K:0
R:0 G:153 B:255
HEX: 0099FF
White
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
Dark Green
match to PMS
®
5477
C:50 M:0 Y:33 K:76
R:19 G:53 B:51
HEX: 133533
Green
match to PMS
®
3265
C:75 M:0 Y:45 K:0
R:0 G:187 B:153
HEX: 00BB99
Dark Blue
match to PMS
®
3035
C:100 M:30 Y:19 K:78
R:0 G:65 B:83
HEX: 004153
London 2012 Brand Expression: Overview
Colour specifications – print and screen
The London 2012 colours communicate the spirit of London 2012
through their energetic and youthful tones. Use singularly and
in combinations to build an ownable visual language instantly
recognisable and unique to the London 2012 Games.
For consistency always use the colour specifications given here
rather than any standard breakdowns. Always visually match to
a current Pantone
®
swatch book for accuracy.
Wherever possible use only solid colour for our brand materials.
Tints of our brand colours should only be used in exceptional
circumstances and is restricted to use in graphs and tables.
Please see page 72 for more information on using tints.
* Note: Yellow should only be used as a highlight colour and
never a primary background colour.
Special use Gold and Silver
For further information on the use of gold and silver, please refer
to the London 2012 Olympic and Paralympic Emblem guidelines
Print stock
We use recycled or sustainable resources, our recommended print
stock is Robert Horne Revive and Revive Silk. All stocks should
contain a minimum of 75% recycled materials. Please refer to the
Sustainable Sourcing Code on our website for further information.
HEX values
These are the HEX values for core London 2012 use on graphics
only. When using these as text, or text on these colours, additional
rules apply. Please see the online guidelines for more information.
Pink
match to PMS
®
232
C:0 M:100 Y:0 K:0
R:223 G:0 B:148
HEX: DF0094
Yellow*
match to PMS
®
3945
C:0 M:0 Y:100 K:0
R:255 G:235 B:0
HEX: FFEB00
Burgundy
match to PMS
®
5195
C:15 M:70 Y:0 K:75
R:68 G:25 B:59
HEX: 44193B
Gold
match to PMS
®
871
Brights
Mono
Darks (additional colours for background use)
Exceptional use
Orange
match to PMS
®
171
C:0 M:85 Y:100 K:0
R:255 G:85 B:0
HEX: FF5500
Black
match to PMS
®
Process Black
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
Brown
match to PMS
®
411
C:0 M:30 Y:30 K:80
R:74 G:41 B:34
HEX: 4A2922
Silver
match to PMS
®
877
Blue
match to PMS
®
312
C:90 M:0 Y:15 K:0
R:0 G:153 B:255
HEX: 0099FF
White
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
Dark Green
match to PMS
®
5477
C:50 M:0 Y:33 K:76
R:19 G:53 B:51
HEX: 133533
Green
match to PMS
®
3265
C:75 M:0 Y:45 K:0
R:0 G:187 B:153
HEX: 00BB99
Dark Blue
match to PMS
®
3035
C:100 M:30 Y:19 K:78
R:0 G:65 B:83
HEX: 004153
68 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour specifications – print and screen
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Colour specifications – print and screen
Examples shown for illustrative purposes only.
69 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour specifications – paint and textiles
Pink
Textiles match to:
Fandango Pink 17-2033 TPX
Dulux paint: Sirocco, 1080 R
RAL ref. 4010
Yellow
Textiles match to:
Blazing Yellow 12-0643 TPX
RAL ref. 1016
Burgundy
Textiles match to:
Prune purple 19-1608 TPX
RAL ref. 4004
Brights
Mono
Darks
Orange
Textiles match to:
Vermillion Orange 16-1362 TPX
Dulux paint: Orange 0080Y30R
RAL ref. 2004
Black
Textiles match to:
19-0303 TPX
Brown
Textiles match to:
Bracken 19-1015 TPX
RAL ref. 8016
Blue
Textiles match to:
Blue atoll 16-4535 TPX
Dulux paint: All Aboard 2070B
RAL ref. 670-6
Dark Green
Textiles match to:
Jungle Green 19-5914 TPX
RAL ref. 6004
Green
Textiles match to:
Aqua Green 15-5421 TPX
Dulux paint: Meridian 2070G10Y
RAL ref. 710-2
Dark Blue
Textiles match to:
Legion Blue 19-4324 TPX
RAL ref. 5001
London 2012 Brand Expression: Overview
Colour specifications – paint and textiles
Pink
Textiles match to:
Fandango Pink 17-2033 TPX
Dulux paint: Sirocco, 1080 R
RAL ref. 4010
Yellow
Textiles match to:
Blazing Yellow 12-0643 TPX
RAL ref. 1016
Burgundy
Textiles match to:
Prune purple 19-1608 TPX
RAL ref. 4004
Brights
Mono
Darks
Orange
Textiles match to:
Vermillion Orange 16-1362 TPX
Dulux paint: Orange 0080Y30R
RAL ref. 2004
Black
Textiles match to:
19-0303 TPX
Brown
Textiles match to:
Bracken 19-1015 TPX
RAL ref. 8016
Blue
Textiles match to:
Blue atoll 16-4535 TPX
Dulux paint: All Aboard 2070B
RAL ref. 670-6
Dark Green
Textiles match to:
Jungle Green 19-5914 TPX
RAL ref. 6004
Green
Textiles match to:
Aqua Green 15-5421 TPX
Dulux paint: Meridian 2070G10Y
RAL ref. 710-2
Dark Blue
Textiles match to:
Legion Blue 19-4324 TPX
RAL ref. 5001
70 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour specifications – paint and textiles
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Colour specifications – paint and textiles
Examples shown for illustrative purposes only.
Pink Orange Blue Green
71 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Wherever possible always use solid colour to communicate the
vibrancy and energy of the London 2012 brand. To prevent our
brand becoming ‘muted’, tints of our colours should be restricted to
use in graphs and tables where they help clarify the presentation of
information. Please see examples on page 72.
Only use tints of our core Bright colours (Pink, Orange, Blue
and Green). Do not use tints of black or our Dark colours.
There a few simple rules to follow when using tints in charts
and graphs:
––only use tints of our Bright colours.
––only use one Bright colour per chart.
––only use a maximum of four tints of any one colour per chart.
––for greater contrast in diagrams, use white, black or one
of our Darks at 100% solid.
Suggested colour combinations:
––tints of Pink with 100% Burgundy.
––tints of Orange with 100% Brown.
––tints of Blue with 100% Dark Blue.
––tints of Green with 100% Dark Green.
Colour specifications – tints
Brights only
No Darks No Yellow
100% 100% 100% 100%75% 75% 75% 75%50% 50% 50% 50%25% 25% 25% 25%15% 15% 15% 15%
71 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Wherever possible always use solid colour to communicate the
vibrancy and energy of the London 2012 brand. To prevent our
brand becoming ‘muted’, tints of our colours should be restricted to
use in graphs and tables where they help clarify the presentation of
information. Please see examples on page 72.
Only use tints of our core Bright colours (Pink, Orange, Blue
and Green). Do not use tints of black or our Dark colours.
There a few simple rules to follow when using tints in charts
and graphs:
––only use tints of our Bright colours.
––only use one Bright colour per chart.
––only use a maximum of four tints of any one colour per chart.
––for greater contrast in diagrams, use white, black or one
of our Darks at 100% solid.
Suggested colour combinations:
––tints of Pink with 100% Burgundy.
––tints of Orange with 100% Brown.
––tints of Blue with 100% Dark Blue.
––tints of Green with 100% Dark Green.
Colour specifications – tints
Brights only
No Darks No Yellow
100% 100% 100% 100%75% 75% 75% 75%50% 50% 50% 50%25% 25% 25% 25%15% 15% 15% 15%
72 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour specifications – tints
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Colour specifications – tints
Examples shown for illustrative purposes only.
73 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Here are some suggested colour combinations to create well
balanced designs. Note: white can be used as a replacement
for any one secondary colour.
Note: Yellow should only be used as a highlight colour and never a
primary background colour.
2 colour combinations
– Brights and Darks
Pink
highlight
Pi n k
p r i m a r y
O ra n g e
p r i m a r y
B l u e
p r i m a r y
G r e e n
p r i m a r y
B u r g u n d y
p r i m a r y
B ro w n
p r i m a r y
D a r k G r e e n
p r i m a r y
D a r k B l u e
p r i m a r y
W hi t e
p r i m a r y
Orange
highlight
Blue
highlight
Green
highlight
Yellow
highlight
Burgundy
highlight
Brown
highlight
Dark Green
highlight
Dark Blue
highlight
White
highlight
London 2012 Brand Expression: Overview
Here are some suggested colour combinations to create well
balanced designs. Note: white can be used as a replacement
for any one secondary colour.
Note: Yellow should only be used as a highlight colour and never a
primary background colour.
2 colour combinations
– Brights and Darks
Pink
highlight
Pi n k
p r i m a r y
O ra n g e
p r i m a r y
B l u e
p r i m a r y
G r e e n
p r i m a r y
B u r g u n d y
p r i m a r y
B ro w n
p r i m a r y
D a r k G r e e n
p r i m a r y
D a r k B l u e
p r i m a r y
W hi t e
p r i m a r y
Orange
highlight
Blue
highlight
Green
highlight
Yellow
highlight
Burgundy
highlight
Brown
highlight
Dark Green
highlight
Dark Blue
highlight
White
highlight
74 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Here are some suggested colour combinations to create well
balanced designs.
Note: white can be used as a replacement for any one secondary
colour. Yellow should only be used as a highlight colour and never
a primary background colour.
Three colour combinations
– Brights and Darks
Combinations
with Brown
Combinations
with Dark Green
Combinations
with Dark Blue
Combinations
with Burgundy
Combinations
with white
Pi n k
a n d w hi t e
Pi n k
a n d Ye l l o w
Pi n k
a n d G r e e n
Pi n k
a n d B l u e
Pi n k
a n d O ra n g e
O ra n g e
a n d B l u e
O ra n g e
a n d G r e e n
B l u e
a n d w hi t e
B l u e
a n d Ye l l o w
B l u e
a n d G r e e n
G r e e n
a n d w hi t e
G r e e n
a n d Ye l l o w
O ra n g e
a n d w hi t e
O ra n g e
a n d Ye l l o w
London 2012 Brand Expression: Overview
Here are some suggested colour combinations to create well
balanced designs.
Note: white can be used as a replacement for any one secondary
colour. Yellow should only be used as a highlight colour and never
a primary background colour.
Three colour combinations
– Brights and Darks
Combinations
with Brown
Combinations
with Dark Green
Combinations
with Dark Blue
Combinations
with Burgundy
Combinations
with white
Pi n k
a n d w hi t e
Pi n k
a n d Ye l l o w
Pi n k
a n d G r e e n
Pi n k
a n d B l u e
Pi n k
a n d O ra n g e
O ra n g e
a n d B l u e
O ra n g e
a n d G r e e n
B l u e
a n d w hi t e
B l u e
a n d Ye l l o w
B l u e
a n d G r e e n
G r e e n
a n d w hi t e
G r e e n
a n d Ye l l o w
O ra n g e
a n d w hi t e
O ra n g e
a n d Ye l l o w
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ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. Donec et
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut
turpis iaculis laoreet sed quis metus.
Passion
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
www.london2012.com
Lo
nd
on
75 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – Brights
Examples shown for illustrative purposes only.
us the sit vamt quit lorem just
pallen tisque vehicula ar
augue urna at nisl neierlqe.
Lorem Ipsumus Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis. Donec nec turpis at turpis
tristique convallis. Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. Donec et
euismod est. Lorem ipsum dolor sit
amet, consectetur adipiscing elit.
Donec nec turpis at turpis tristique
convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat
faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
ullamcorper eros, non tempor nibh congue ut. Donec ut odio ut
turpis iaculis laoreet sed quis metus.
Passion
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id
arcu eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
www.london2012.com
Lo
nd
on
75 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – Brights
Examples shown for illustrative purposes only.
Lorem ipsum dolor sit amet, conse ctetur adipiscingelit. Quisque pelle nte
volutpat ut nisl at urna convallis auctor fusce ultricies varius ligula quis.
Be part of it
Go to london2012.com Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
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us the sit vamet quit just
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ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis.
Passion
Basketball
76 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – Brights and Darks
Examples shown for illustrative purposes only.
volutpat ut nisl at urna convallis auctor fusce ultricies varius ligula quis.
Be part of it
Go to london2012.com Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem Ipsumus
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ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
Consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercita-
tion ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt
in culpa qui officia deserunt mollit
anim id est laborum. Duis aute irure
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
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augue urna at nisl neqe morc ultirces eget ligu.
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us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat. Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis.
Passion
Basketball
76 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – Brights and Darks
Examples shown for illustrative purposes only.
Go to london2012.com
77 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – special colours
Examples shown for illustrative purposes only.
77 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour examples – special colours
Examples shown for illustrative purposes only.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex78
Typography
Typography
79 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our primary headline font is called 2012 Headline
Our main text font for body copy is Futura.
Our secondary text font for body copy is Arial, used for desktop printing
or on-screen viewing of general office applications.
Typography overview
2012 Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Our primary headline font is called 2012 Headline
Our main text font for body copy is Futura.
Our secondary text font for body copy is Arial, used for desktop printing
or on-screen viewing of general office applications.
Typography overview
2012 Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Examples shown for illustrative purposes only.
80 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Our primary typeface is 2012 Headline – a unique, contemporary
typeface that has been created especially for the brand.
2012 Headline reflects the dynamic geometry and energy of the
Emblem. It is for use in all our communications and key messages.
2012 Headline
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()[]{},.:;·…¿¡«»!?‹›”’“”‘’‚„–—-_@®©™/\*&
#01234567890
£$¢€¥%‰+−×÷<=>◊≤≠≥±°
fiflffifflffffjfj
London 2012 Brand Expression: Overview
Our primary typeface is 2012 Headline – a unique, contemporary
typeface that has been created especially for the brand.
2012 Headline reflects the dynamic geometry and energy of the
Emblem. It is for use in all our communications and key messages.
2012 Headline
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
()[]{},.:;·…¿¡«»!?‹›”’“”‘’‚„–—-_@®©™/\*&
#01234567890
£$¢€¥%‰+−×÷<=>◊≤≠≥±°
fiflffifflffffjfj
Straight
headline
Angled
headline
can be
Longer headlines
staggered
10° angle 10° angle
can be
Longer headlines
staggered
81 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
There are three ways to use the 2012 Headline font:
1. Straight 2012 Headline
Straight 2012 Headline is used for pieces of communication
where the tone needs to be more formal, such as annual reports,
newsletters, and legal documents.
2. Angled 2012 Headline
Angled 2012 Headline is used for most public facing
communication and is our preferred style. When using 2012
Headline on an angle, the angle must always be 10°. Leave the
heading ranged left to achieve a stepped-down alignment.
3. Staggered 2012 Headline
Staggered 2012 Headline is used for long headings and should be
set in two sizes – the larger size used to accentuate the key word
or phrase. Staggered 2012 Headline should be manually leaded
and lines of text visually balanced to suit the design (see page 85
for examples).
As an alternative, you can also use staggered 2012 Headline
with Futura. In this instance the smaller size is set in Futura, and the
larger size is set in 2012 Headline.
Setting and justification
Set 2012 Headline as sentence case only (with an initial cap letter).
Type should always be ranged left unless staggered.
Leading
Leading should be at 92% of the type size, for example 100pt over
92pt leading. When using 2012 Headline at a very large size, the
leading may be reduced further. Always ensure that ascenders and
descenders never touch.
Kerning
Kerning should be set to default or ‘Optical’. When used at large
size individual kerning of letters will be required.
2012 Headline overview
1. Straight, left alignment
2. Stepped-down, left alignment
3. Straight, staggered alignment
3. Stepped-down, staggered alignment
Examples shown for illustrative purposes only.
headline
Angled
headline
can be
Longer headlines
staggered
10° angle 10° angle
can be
Longer headlines
staggered
81 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
There are three ways to use the 2012 Headline font:
1. Straight 2012 Headline
Straight 2012 Headline is used for pieces of communication
where the tone needs to be more formal, such as annual reports,
newsletters, and legal documents.
2. Angled 2012 Headline
Angled 2012 Headline is used for most public facing
communication and is our preferred style. When using 2012
Headline on an angle, the angle must always be 10°. Leave the
heading ranged left to achieve a stepped-down alignment.
3. Staggered 2012 Headline
Staggered 2012 Headline is used for long headings and should be
set in two sizes – the larger size used to accentuate the key word
or phrase. Staggered 2012 Headline should be manually leaded
and lines of text visually balanced to suit the design (see page 85
for examples).
As an alternative, you can also use staggered 2012 Headline
with Futura. In this instance the smaller size is set in Futura, and the
larger size is set in 2012 Headline.
Setting and justification
Set 2012 Headline as sentence case only (with an initial cap letter).
Type should always be ranged left unless staggered.
Leading
Leading should be at 92% of the type size, for example 100pt over
92pt leading. When using 2012 Headline at a very large size, the
leading may be reduced further. Always ensure that ascenders and
descenders never touch.
Kerning
Kerning should be set to default or ‘Optical’. When used at large
size individual kerning of letters will be required.
2012 Headline overview
1. Straight, left alignment
2. Stepped-down, left alignment
3. Straight, staggered alignment
3. Stepped-down, staggered alignment
Examples shown for illustrative purposes only.
Aa
AaAa
Aa
Aa
AaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
AaAa
Aa
AaAa
AaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa Aa AaAa
AaAaAaAa
82 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour type on a colour background creates energy. However,
good contrast is required for the partially sighted. Combinations
of colours close to red and green or yellow and blue will also be
difficult to distinguish for those with colour blindness.
For optimum legibility in our typography, only use the approved
colour combinations as shown here.
There are a few simple rules to follow when using colour combinations:
––Only use two of our brand colours in any one combination.
––Coloured type on a coloured background is best used
at a large size, for example, on posters or a single word
across a double page spread.
––Any of our brand colours (except Yellow) may be used
for type on white backgrounds.
––Never use tints of colour in typography. Use solid colour
with strong contrast.
2012 Headline
colour combinations
Examples shown for illustrative purposes only.
Pink
text
Pi n k
b a c kg ro u n d
O ra n g e
b a c kg ro u n d
B l u e
b a c kg ro u n d
G r e e n
b a c kg ro u n d
B u r g u n d y
b a c kg ro u n d
B ro w n
b a c kg ro u n d
D a r k G r e e n
b a c kg ro u n d
D a r k B l u e
b a c kg ro u n d
B l a c k
b a c kg ro u n d
W hi t e
b a c kg ro u n d
Orange
text
Blue
text
Green
text
Yellow
text
Burgundy
text
Brown
text
Dark Green
text
Dark Blue
text
White
text
Black
text
AaAa
Aa
Aa
AaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
AaAa
Aa
AaAa
AaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa Aa AaAa
AaAaAaAa
82 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Colour type on a colour background creates energy. However,
good contrast is required for the partially sighted. Combinations
of colours close to red and green or yellow and blue will also be
difficult to distinguish for those with colour blindness.
For optimum legibility in our typography, only use the approved
colour combinations as shown here.
There are a few simple rules to follow when using colour combinations:
––Only use two of our brand colours in any one combination.
––Coloured type on a coloured background is best used
at a large size, for example, on posters or a single word
across a double page spread.
––Any of our brand colours (except Yellow) may be used
for type on white backgrounds.
––Never use tints of colour in typography. Use solid colour
with strong contrast.
2012 Headline
colour combinations
Examples shown for illustrative purposes only.
Pink
text
Pi n k
b a c kg ro u n d
O ra n g e
b a c kg ro u n d
B l u e
b a c kg ro u n d
G r e e n
b a c kg ro u n d
B u r g u n d y
b a c kg ro u n d
B ro w n
b a c kg ro u n d
D a r k G r e e n
b a c kg ro u n d
D a r k B l u e
b a c kg ro u n d
B l a c k
b a c kg ro u n d
W hi t e
b a c kg ro u n d
Orange
text
Blue
text
Green
text
Yellow
text
Burgundy
text
Brown
text
Dark Green
text
Dark Blue
text
White
text
Black
text
83 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
2012 Headline examples
Examples shown for illustrative purposes only.
London 2012 Brand Expression: Overview
2012 Headline examples
Examples shown for illustrative purposes only.
Nsectetur ullamcorper eros, non tempor nibh congue ut.
Donec ut odio utturpis iaculis laoreet sed quis metus. Frutristique convallis
aecenas id arcu eget est fermentum iaculis. Vivamus volutpat faucibus
eratnsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metusut odio utturpis iaculis laoreet sed.
Find out more at london2012.com
Go to london2012.com
03
What will be happening in your local area at games time
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
84 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
2012 Headline examples
Donec ut odio utturpis iaculis laoreet sed quis metus. Frutristique convallis
aecenas id arcu eget est fermentum iaculis. Vivamus volutpat faucibus
eratnsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metusut odio utturpis iaculis laoreet sed.
Find out more at london2012.com
Go to london2012.com
03
What will be happening in your local area at games time
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
84 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
2012 Headline examples
Get in the
at Games time
fast lane
See the action live at london2012.com
for London 2012
aim high
Ensuring our
athletes
london2012.com
It takes
22,000 hours of
for 120 seconds
of
brilliance
determination
london2012.com
85 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
In situations where there are extra long headings, question whether
heading can be shortened. Our tone of voice style is short and
punchy, can we communicate the same thing but using less words?
If this is not possible, we can stagger the heading.
Staggering Headings
Staggered 2012 Headline is used for long headings and should be
set in two sizes – the larger size used to accentuate the key word or
phrase. Staggered 2012 Headline should be manually leaded and
justified so it is visually balanced in a design.
As an alternative, you can also use staggered 2012 Headline
with Futura. In this instance the smaller size is set in Futura, and the
larger size is set in 2012 Headline.
2012 Headline
– extra long headings
at Games time
fast lane
See the action live at london2012.com
for London 2012
aim high
Ensuring our
athletes
london2012.com
It takes
22,000 hours of
for 120 seconds
of
brilliance
determination
london2012.com
85 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
In situations where there are extra long headings, question whether
heading can be shortened. Our tone of voice style is short and
punchy, can we communicate the same thing but using less words?
If this is not possible, we can stagger the heading.
Staggering Headings
Staggered 2012 Headline is used for long headings and should be
set in two sizes – the larger size used to accentuate the key word or
phrase. Staggered 2012 Headline should be manually leaded and
justified so it is visually balanced in a design.
As an alternative, you can also use staggered 2012 Headline
with Futura. In this instance the smaller size is set in Futura, and the
larger size is set in 2012 Headline.
2012 Headline
– extra long headings
Impact
Everyone galle ry
Twelve of the UK’s most t alented
artists were asked to create an image
inspired by the phrase ‘stop never’.
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Kapoor at t he Tate Modern
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about
you
Cultural Olympiad
I
000,3
Metres of riv er to be dredged
10km
Of new roads to b e laid
150,000
Seats to be installed in Park venues
£2bn
Made by Sydney from tourism
in 2001 as a di rect result of the
previous year’s game s
Working f or London
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at, qui tie dit vent venit asa wi scilissis
euipsum mo digna facipit dins acidui
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tums
henim zzrillum al a zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el utat
nibh elent alit luptat, quisl cooincinci
etesan etue con henibh elis aacidu
ulluptat ad dolore visan as quat lutat.
Praesse quissequat landioa las cor s
quis nim zzriuscinci tat, velit volorees
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat mo dis las con sec
Im vel digna f eugiametum numsandio
comm y nulput em do con ulla auga it
landrer iuscinibh eas i feuis alsno stru
ming esed tat num dolore con exerci
er aciliscip et a dsf minse hent amet
ming et v enim dolobore dosmo diam
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputat
vent at nisit utat vel illum a con squat.
Our vision
Liquip suscil eum enisis alisit veliquipit
venit eu feu feugait in consa a dolore
veliquati dolores velis adunt velit elis
amcommy nonsequam las acilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feummy niat venis acip conllaor eu
facilla aliquam la iureraesenit asta
nonsequat. Im esecte digna at luptat.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estione
venit in heniam er ilisl lent sautpatie
86 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use our
basic elements in a consistent way. Here are some examples of
what we cannot do with 2012 Headline:
1. Don’t use 2012 Headline in all upper case.
2. Don’t use 2012 Headline in all lower case.
3. Don’t use 2012 Headline for body copy.
4. Don’t centre 2012 Headline if using more than one word.
5. Don’t use 2012 Headline with excessive leading (line spacing).
6. Don’t use 2012 Headline with excessive tracking or kerning
(either positive or negative values).
7. Don’t use 2012 Headline in more than one colour per spread.
8. Don’t put 2012 Headline on a solid colour or over an image
which makes it illegible or hard to read.
2012 Headline don’t do this
1.
4.
7.
2.
5.
8.
3.
6.
Everyone galle ry
Twelve of the UK’s most t alented
artists were asked to create an image
inspired by the phrase ‘stop never’.
Lorem suscil eum e nisis alisit dolores
quipit venit als et f eu feugait in consa
a dolore heniatie. Veliquati dolo res
velis adunt veliti elis amcom my mimit
nonsequam l as acilit volor.
Nulput pat sequi te magnim estionum
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor eu
nonsequat. Im esecte digna at lupt at.
Venit in heniam er ilisl lent saut patie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisi
digniam, quipissed doloreim las zzrit.
Luptat venim vel eum dol eseq dolores
uipsusci enim quis dolor a i rilit wisci
ipsuscilit augiam venit, quat do quam
val dignas w is etumsan vels ipit als
doloe nullum m olor eet praessed atat.
in utpates eniate faci ex et dolorpes
a raesequis nibh valsa d i essit lorem.
‘Det, quisi te faccum dolo rti on su isisl
iliquissed te del ent ero ex el utat.’
Kapoor at t he Tate Modern
Dolut nos a dionsectet dunt ipits lutat
volent wis dolore ram min vensa diod
magnis nisismod ex er insa vent vullut
nim nis ad dunt i n vel irit, verit lortis
at, qui tie dit vent venit asa wiscilissis
euipsum mo digna facipit din aciduisl
ipsusci tat acipis qui accumsan vel
heniat. Sum dolo re facipit, dconsenis
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor eu
facilla aliquam la iureraesen it asta
nonsequat. Im ese cte digna at lupt at.
arty
about
you
Cultural Olympiad
I
000,3
Metres of riv er to be dredged
10km
Of new roads to b e laid
150,000
Seats to be installed in Park venues
£2bn
Made by Sydney from tourism
in 2001 as a di rect result of the
previous year’s game s
Working f or London
Liquip suscil eum e nisis alisit veliquipit
venit eu feu feugait in consa a dolor
heniatie feuis deliquiv veriliquats lasa
veliquati dolo res velis adunt v elit elis
a
mcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesen it vast
nonsequat. Im es ecte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent saut patie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisisit
digniam, quipissed dolorem las zzrit
luptat venim vel eum d oleseq uipsusci
enim quis dolor irilit wisci bla facing
et wis etumsan vel ipit doloe nullumm
oloreet praessed tat.
Subheading here
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum al a zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent e ro ex el ut at
velit nibh elent alit luptat, quisl
cooincin etesan etue con henibh elis
aacidunt ullupt at ad dolo re visan a
quat lut at.
Quis nim zzriuscinci tat, velit volore
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat commy sequa dos.
Im vel digna f eugiametum numsando
comm y nulput em do conull a augait
landrer iuscinibh eas i feuis alsno stru
ming esed tat num dolo re con ex erci
er aciliscip et a dsf minse hent amet ue
ming et v enim dolobore dosmo dia
veraesequat v ero et p rat este adigna
facin estrud dol or in henim nulputa
vent at nisit utat vel illum a con squat.
Um exer si tatetum sandr equim alsi
dolortin ut la facipit dollore nim quisi
blandion veliquis accumm y numm y
niscincip erit lore tinci elese ins exero
dolobore vulla feum v olore conull an
henit ulput pat, do sim quam , con e rit
conull am at. Ut estionulla faci efease
consed ex eugiat, a feui elit dolore
rit iurero od et velendiam zzrit esaex
ersa sequa tumsan. Nim nis ad dunt
in vel irit, verit lortist at, qui tie dit
vent venit asa w iscilissis euipsum
modigna facipit dins aciduia als d iod
magnis insa vent.
Dolut nos adionsectet dunt ipits lutat
volent wis dolore ram min vensa diod
magnis nisismod ex er insa vent vull
nim nis ad dunt i n vel irit, verit lortisit
at, qui tie dit vent venit asa wi scilissis
ipsusci tat acipis qui accumsan vel
adigniscil del irit.
Nim nis ad dunt in vel irit, verit lortis
at, qui tie dit vent venit asa wi scilissis
euipsum mo digna facipit dins acidui
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tums
henim zzrillum al a zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el utat
nibh elent alit luptat, quisl cooincinci
etesan etue con henibh elis aacidu
ulluptat ad dolore visan as quat lutat.
Praesse quissequat landioa las cor s
quis nim zzriuscinci tat, velit volorees
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat mo dis las con sec
Im vel digna f eugiametum numsandio
comm y nulput em do con ulla auga it
landrer iuscinibh eas i feuis alsno stru
ming esed tat num dolore con exerci
er aciliscip et a dsf minse hent amet
ming et v enim dolobore dosmo diam
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputat
vent at nisit utat vel illum a con squat.
Our vision
Liquip suscil eum enisis alisit veliquipit
venit eu feu feugait in consa a dolore
veliquati dolores velis adunt velit elis
amcommy nonsequam las acilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feummy niat venis acip conllaor eu
facilla aliquam la iureraesenit asta
nonsequat. Im esecte digna at luptat.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estione
venit in heniam er ilisl lent sautpatie
86 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use our
basic elements in a consistent way. Here are some examples of
what we cannot do with 2012 Headline:
1. Don’t use 2012 Headline in all upper case.
2. Don’t use 2012 Headline in all lower case.
3. Don’t use 2012 Headline for body copy.
4. Don’t centre 2012 Headline if using more than one word.
5. Don’t use 2012 Headline with excessive leading (line spacing).
6. Don’t use 2012 Headline with excessive tracking or kerning
(either positive or negative values).
7. Don’t use 2012 Headline in more than one colour per spread.
8. Don’t put 2012 Headline on a solid colour or over an image
which makes it illegible or hard to read.
2012 Headline don’t do this
1.
4.
7.
2.
5.
8.
3.
6.
Building facilities
London 2012 gives us the single
biggest opportunity to energise the
country, to get people involved
and engaged with sport, with their
local communities. The Government
has already committed to increased
investment in sport. Staging the Games
will speed this up. It will accelerate
the provision of the world-class sports
infrastructure needed across the UK.
After the Games East London will
be left with five brand new facilities
for the use of the community and for
elite athletes. And other venues will
be designed to be temporary – so
they can be dismantled and rebuilt
across the UK, helping to ensure that
the whole of the UK benefits from
the Games.
Shaping environments
The Olympic Park itself will revive one
of the most deprived areas in London.
500 acres will be transformed with
new facilities, new infrastructure and
restored natural ecology. It will create
the largest urban park in Europe
in over 150 years – a pla ce the size
of Hyde park. Waterways will be
revived and wildlife encouraged.
The Olympic Village will create some
9,000 new homes – ma ny available
for key workers.
Creating employment
The Games will bring employment to
the area and across the UK. The Park
alone will create some 12,000 new
jobs. The redevelopment of the area
and the improved transport will
draw in many new businesses and so
create further opportunities.
Thousands of companies across the
UK will benefit from the supplying the
goods and services that the Games
will need.
Building participation
Around the country, we will be
recruiting volunteers. We estimate
some 70,000 will be needed. A huge
number. And a huge opportunity.
Their roles will be many and varied
– from assisting at venues to working
with the media, to participating
in the medal ceremony. Volunteering
will get people right into the Games.
Directly involved. Responsible for
making our Games a real success.
15
Transforming
a generation
London 2012 gives
us the single
biggest opportunity
to change lives
around the country.
Dive
What will be happening in your
local area at Games time.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
www.london2012.com
87 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Futura Book is our typeface for body copy and annotation. It is a
clean, contemporary typeface that is easy to read.
We use Futura Book in upper and lower case, always ranged left
and hanging from the top margin. Futura Book can be reproduced
in 100% black, white, or any of our Bright colours. We do not use
our Dark colours for body copy.
Paragraph headings
Futura Book and Heavy can be used for sub-headings, to create
standout a different colour from the body copy may be used.
Sub headings should be set the same size as body copy.
Never use more than two colours in any one typographic spread.
Bullet points
Always use en dashes (–) rather than bullet points (•).
For more detailed information on how to use and set Futura please
refer to the Literature Guidelines.
Futura
Example shown for illustrative purposes only.
Literature templates are available to help you – please use them.
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
London 2012 gives us the single
biggest opportunity to energise the
country, to get people involved
and engaged with sport, with their
local communities. The Government
has already committed to increased
investment in sport. Staging the Games
will speed this up. It will accelerate
the provision of the world-class sports
infrastructure needed across the UK.
After the Games East London will
be left with five brand new facilities
for the use of the community and for
elite athletes. And other venues will
be designed to be temporary – so
they can be dismantled and rebuilt
across the UK, helping to ensure that
the whole of the UK benefits from
the Games.
Shaping environments
The Olympic Park itself will revive one
of the most deprived areas in London.
500 acres will be transformed with
new facilities, new infrastructure and
restored natural ecology. It will create
the largest urban park in Europe
in over 150 years – a pla ce the size
of Hyde park. Waterways will be
revived and wildlife encouraged.
The Olympic Village will create some
9,000 new homes – ma ny available
for key workers.
Creating employment
The Games will bring employment to
the area and across the UK. The Park
alone will create some 12,000 new
jobs. The redevelopment of the area
and the improved transport will
draw in many new businesses and so
create further opportunities.
Thousands of companies across the
UK will benefit from the supplying the
goods and services that the Games
will need.
Building participation
Around the country, we will be
recruiting volunteers. We estimate
some 70,000 will be needed. A huge
number. And a huge opportunity.
Their roles will be many and varied
– from assisting at venues to working
with the media, to participating
in the medal ceremony. Volunteering
will get people right into the Games.
Directly involved. Responsible for
making our Games a real success.
15
Transforming
a generation
London 2012 gives
us the single
biggest opportunity
to change lives
around the country.
Dive
What will be happening in your
local area at Games time.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Fusce ultricies varius ligula quis
congue. Praesent consectetur ullam-
corper eros, non tempor nibh congue
ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
into the Games
www.london2012.com
87 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Futura Book is our typeface for body copy and annotation. It is a
clean, contemporary typeface that is easy to read.
We use Futura Book in upper and lower case, always ranged left
and hanging from the top margin. Futura Book can be reproduced
in 100% black, white, or any of our Bright colours. We do not use
our Dark colours for body copy.
Paragraph headings
Futura Book and Heavy can be used for sub-headings, to create
standout a different colour from the body copy may be used.
Sub headings should be set the same size as body copy.
Never use more than two colours in any one typographic spread.
Bullet points
Always use en dashes (–) rather than bullet points (•).
For more detailed information on how to use and set Futura please
refer to the Literature Guidelines.
Futura
Example shown for illustrative purposes only.
Literature templates are available to help you – please use them.
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
88 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
We use Arial for desktop printing or on-screen viewing of general
office applications such as letters, faxes, emails, presentations,
web pages and newsletters.
Arial is an easy-to-read typeface that is readily available on all
computers. Text for most office applications will generally appear
in black (letters, faxes etc.) but colour from our palette may be used
selectively and where appropriate (for example, a heading on a
website or text in a PowerPoint presentation).
When using colour, always ensure sufficient contrast between type
and backgrounds for maximum legibility.
Paragraph headings
Arial Regular and Arial Bold can be used for sub-headings, to
create standout a different colour from the body copy may be
used. Sub headings should be set the same size as body copy.
Never use more than two colours in any one typographic spread.
For more detailed information on how to use and set Arial please
refer to the Literature Guidelines.
Arial
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
We use Arial for desktop printing or on-screen viewing of general
office applications such as letters, faxes, emails, presentations,
web pages and newsletters.
Arial is an easy-to-read typeface that is readily available on all
computers. Text for most office applications will generally appear
in black (letters, faxes etc.) but colour from our palette may be used
selectively and where appropriate (for example, a heading on a
website or text in a PowerPoint presentation).
When using colour, always ensure sufficient contrast between type
and backgrounds for maximum legibility.
Paragraph headings
Arial Regular and Arial Bold can be used for sub-headings, to
create standout a different colour from the body copy may be
used. Sub headings should be set the same size as body copy.
Never use more than two colours in any one typographic spread.
For more detailed information on how to use and set Arial please
refer to the Literature Guidelines.
Arial
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Example shown for illustrative purposes only.
Aa AaAa Aa Aa
AaAaAaAaAaAaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
89 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
There are a few simple rules to follow when using colour in our
typography. For optimum legibility, only use the approved colour
combinations as shown here.
––Only use two of our brand colours in any one combination.
––Coloured type on a coloured background is best used at a large
size – small point sizes will not reproduce well, particularly in
four colour process.
––Only use our Bright colours (except Yellow) for type on
white backgrounds.
––For high reproduction quality of small text when printing in
4 colour process (CMYK), it is recommended that black text on
a white background is used.
––Never use tints of colour in typography. Use solid colour with
strong contrast.
Futura/Arial
colour combinations
Pink
text
Pi n k
b a c kg ro u n d
O ra n g e
b a c kg ro u n d
B l u e
b a c kg ro u n d
G r e e n
b a c kg ro u n d
B u r g u n d y
b a c kg ro u n d
B ro w n
b a c kg ro u n d
D a r k G r e e n
b a c kg ro u n d
D a r k B l u e
b a c kg ro u n d
B l a c k
b a c kg ro u n d
W hi t e
b a c kg ro u n d
Orange
text
Blue
text
Green
text
Yellow
text
Burgundy
text
Brown
text
Dark Green
text
Dark Blue
text
Black
text
White
text
AaAaAaAaAaAaAa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
89 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
There are a few simple rules to follow when using colour in our
typography. For optimum legibility, only use the approved colour
combinations as shown here.
––Only use two of our brand colours in any one combination.
––Coloured type on a coloured background is best used at a large
size – small point sizes will not reproduce well, particularly in
four colour process.
––Only use our Bright colours (except Yellow) for type on
white backgrounds.
––For high reproduction quality of small text when printing in
4 colour process (CMYK), it is recommended that black text on
a white background is used.
––Never use tints of colour in typography. Use solid colour with
strong contrast.
Futura/Arial
colour combinations
Pink
text
Pi n k
b a c kg ro u n d
O ra n g e
b a c kg ro u n d
B l u e
b a c kg ro u n d
G r e e n
b a c kg ro u n d
B u r g u n d y
b a c kg ro u n d
B ro w n
b a c kg ro u n d
D a r k G r e e n
b a c kg ro u n d
D a r k B l u e
b a c kg ro u n d
B l a c k
b a c kg ro u n d
W hi t e
b a c kg ro u n d
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8
Venue update
Handball Arena
The first designs have been released for the new London
2012 Handball Arena, which will become a multi-use
indoor sports centre after the 2012 Games.
New pictures show how London
2012’s Aquati cs Centre is taking
shape as the ‘big build’ in the
Olympic Park surges ahead.
Work is now complete on the first of
three supports that will be needed for
the venue’s 160m wave-shaped roof,
due to be installed in the spring.
The Centre will provide permanent
aquatics facilities that London does
not currently have, including two
50m pools and facilities for diving.
Aquatics Centre
Plans for the venue, to be built in the
west of the Olympic Park, are simple,
efficient and flexible, allowing for a
range of uses.
During the Games, Handball, Modern
Pentathlon and Goalball will be staged
in the Arena. It will then be opened to
the local community for training and
smaller events.
Key features of the design include:
Distinctive copper cladding on –
the outside
700sq m of windows around –
the building
100 ‘light pipes’, drawing in –
sunlight through the ceiling
A vibrantly coloured interior –
A 2,743sq m multi-sport area –
for community use after 2012
The design for the new Handball Arena
An artist’s impression of the Aquatics Centre after the Games
Venue update
9
Stage is set for London 2012 Sailing
The first new London 2012 venue is
ready for action after improvements to
the Weymouth and Portland National
Sailing Academy were completed on
time and to budget.
Work on the site, which will host
Olympic and Paralympic Sailing in
2012, was finished in November.
This means that local people, as w ell
as top Team GB hopefuls, will be
able to use the new world-class
facilities for three-and-a-half years
before the Games.
Among the key improvements to the
venue are a new 250m slipway, a race
boat parking and maintenance area
and new pontoon mooring facilities
for up to 70 boats.
Beijing 2008 Olympic Sailing
champion Paul Goodison helped
launch the improved facilities and said:
‘Winning gold in Qingdao was an
amazing experience.
‘I am now looking forward to 2012,
training and competing out of the
Weymouth and Portland National
Sailing Academy on my home waters.’
Team GB has been the most successful
Sailing nation at each of the past three
Olympic Games.
10
gold medals in Sailing will be awarded
at the London 2012 Olympic Games
4
gold medals won by Team GB in the
Sailing events at Beijing 2008
Jonathan Edwards, Paul Goodison and
Adam Greaves at the Sailing venue
A 30m-long steel section of the
roof has been lifted into place,
taking the height of the venue to
almost 37m above the ground
level where spectators will enter
the Olympic Stadium in 2012.
A further 27 sections of the roof
will be lifted into place over the
next nine months with the aim
of completing this section of
steelwork by October 2009.
Stadium progress
hits new heights
Olympic sailors will compete for
medals in 10 different classes at the
2012 Games:
Men’s One Person Dinghy –
(Laser)
Men’s One Person Dinghy –
Heavy (Finn)
Men’s Two Person Dinghy –
(470)
Men’s Two Person Dinghy High –
Performance (49er)
Men’s Windsurfer (RS:X) –
Men’s Keelboat (Star) –
Women’s One Person Dinghy –
(Laser Radial)
Women’s Two Person Dinghy –
(470)
Women’s Keelboat Match –
Racing (Elliott 6m)
Women’s Windsurfer
(RS:X) –
Sailing in London 2012
8
News
Olympic Park taking shape
The ‘big build’ phase started on the
Olympic Park site after the Olympic
Delivery Authority (ODA) began
construction on the Aquatics Centre
and Olympic Stadium this summer.
ODA Chairman John Armitt said the
Games are helping to transform east
London through new facilities and
opportunities for local people.
He explained: ‘Seventy-fve pence in
every pound we are spending is being
invested in long-term regeneration.
‘We a
re constructing world-class
sports venues for both the Games
and for community and elite use
afterwards, and improving transport
links to create one of the best-
connected parts of London.’
Work to build the Olympic
Park in east London is
ahead of schedule.
Aerial view of the Olympic Stadium site
Chris Hoy backs VeloPark plans
Three-time Beijing 2008 Cycling gold
medallist Chris Hoy helped reveal the
latest designs for the VeloPark to be
built in the north of the Olympic Park.
It will include a 6,000-seat Velodrome
for Olympic and Paralympic Track
Cycling, and a BMX circuit for
Olympic events.
After the Games, a road cycle circuit
and mountain bike course will be
added to create a cycling ‘hub’, linkin
g
into cycle routes across London. Chris
said: ‘I have been hugely impressed
with the VeloPark designs.
Concept design of the VeloPark
‘I’m sure they will help deliver some
world-class performances in 2012
and inspire a whole new generation
of future Cycling champions.’
Olympic champion Chris Hoy
News
9
Venue updates
Broxbourne designs
The Olympic Delivery Authority
(ODA) has released designs for the
new Whitewater Canoe Centre in
Broxbourne, Hertfordshire.
It will host London 2012 Olympic
Canoe/Kayak Slalom events. After
the Games, it will be used by the
community and for elite competitions.
It will include a 300m international
course, warm-up course and finish
lake, all set in new parklands.
A new reception building will have
facilities for changing and watching
the events.
The ODA has submitted a planning
application for the venue after
consulting with the local community.
Smooth sailing for first London 2012 venue
Mountain Bike venue
Hadleigh Farm in Essex is the new The new site includes two major hills
site for the Mountain Bike events at separated by a valley. It has been
London 2012. approved by the national and
international cycling federations.
It was chosen to replace the original
venue, Weald C
ountry Park, after Discussions are under way to
changes to the sport meant a more decide how the venue could be used
challenging course was needed. as a Mountain Bike facility after the
2012 Games.
Work to enhance the Weymouth and A 200m breakwater to protect the
Portland National Sailing Academy enhanced facilities is complete and
(WPNSA) facilities for London 2012 70,000 tonnes of Portland stone
is on track and due to finish in have been put in place to help form
November. the slipway.
The WPNSA is a world-class Sailing Work has started on a new pier
venue and the Olympic Delivery that will have two yacht-lifting
Authority (ODA) is enhancing its cranes, and a pontoon to provide
existing facilities with a new 70 berths for race-boats.
permanent 250m slipway and
race-boat parking, lifting and Weymouth and Portland will be the
mooring facilities. first venue ready for the 2012 Games.
The ODA published a new set of
milestones for the year ahead after
meeting the targets it set to achieve
before Beijing 2008.
Download ‘The big build:
foundations’, from
w ww.london2012.com/milestones
75p
Seventy-five pence in ever y pound
spent by the ODA is being invested in
long-ter m regeneration
8
Venue update
Handball Arena
The first designs have been released for the new London
2012 Handball Arena, which will become a multi-use
indoor sports centre after the 2012 Games.
New pictures show how London
2012’s Aquati cs Centre is taking
shape as the ‘big build’ in the
Olympic Park surges ahead.
Work is now complete on the first of
three supports that will be needed for
the venue’s 160m wave-shaped roof,
due to be installed in the spring.
The Centre will provide permanent
aquatics facilities that London does
not currently have, including two
50m pools and facilities for diving.
Aquatics Centre
Plans for the venue, to be built in the
west of the Olympic Park, are simple,
efficient and flexible, allowing for a
range of uses.
During the Games, Handball, Modern
Pentathlon and Goalball will be staged
in the Arena. It will then be opened to
the local community for training and
smaller events.
Key features of the design include:
Distinctive copper cladding on – the outside
700sq m of windows around – the building
100 ‘light pipes’, drawing in – sunlight through the ceiling
A vibrantly coloured interior –
A 2,743sq m multi-sport area – for community use after 2012
The design for the new Handball Arena
An artist’s impression of the Aquatics Centre after the Games
Venue update
9
Stage is set for London 2012 Sailing
The first new London 2012 venue is
ready for action after improvements to
the Weymouth and Portland National
Sailing Academy were completed on
time and to budget.
Work on the site, which will host
Olympic and Paralympic Sailing in
2012, was finished in November.
This means that local people, as w ell
as top Team GB hopefuls, will be
able to use the new world-class
facilities for three-and-a-half years
before the Games.
Among the key improvements to the
venue are a new 250m slipway, a race
boat parking and maintenance area
and new pontoon mooring facilities
for up to 70 boats.
Beijing 2008 Olympic Sailing
champion Paul Goodison helped
launch the improved facilities and said:
‘Winning gold in Qingdao was an
amazing experience.
‘I am now looking forward to 2012,
training and competing out of the
Weymouth and Portland National
Sailing Academy on my home waters.’
Team GB has been the most successful
Sailing nation at each of the past three
Olympic Games.
10
gold medals in Sailing will be awarded
at the London 2012 Olympic Games
4
gold medals won by Team GB in the
Sailing events at Beijing 2008
Jonathan Edwards, Paul Goodison and
Adam Greaves at the Sailing venue
A 30m-long steel section of the
roof has been lifted into place,
taking the height of the venue to
almost 37m above the ground
level where spectators will enter
the Olympic Stadium in 2012.
A further 27 sections of the roof
will be lifted into place over the
next nine months with the aim
of completing this section of
steelwork by October 2009.
Stadium progress
hits new heights
Olympic sailors will compete for
medals in 10 different classes at the
2012 Games:
Men’s One Person Dinghy –
(Laser)
Men’s One Person Dinghy –
Heavy (Finn)
Men’s Two Person Dinghy –
(470)
Men’s Two Person Dinghy High –
Performance (49er)
Men’s Windsurfer (RS:X) –
Men’s Keelboat (Star) –
Women’s One Person Dinghy –
(Laser Radial)
Women’s Two Person Dinghy –
(470)
Women’s Keelboat Match –
Racing (Elliott 6m)
Women’s Windsurfer
(RS:X) –
Sailing in London 2012
8
News
Olympic Park taking shape
The ‘big build’ phase started on the
Olympic Park site after the Olympic
Delivery Authority (ODA) began
construction on the Aquatics Centre
and Olympic Stadium this summer.
ODA Chairman John Armitt said the
Games are helping to transform east
London through new facilities and
opportunities for local people.
He explained: ‘Seventy-fve pence in
every pound we are spending is being
invested in long-term regeneration.
‘We a
re constructing world-class
sports venues for both the Games
and for community and elite use
afterwards, and improving transport
links to create one of the best-
connected parts of London.’
Work to build the Olympic
Park in east London is
ahead of schedule.
Aerial view of the Olympic Stadium site
Chris Hoy backs VeloPark plans
Three-time Beijing 2008 Cycling gold
medallist Chris Hoy helped reveal the
latest designs for the VeloPark to be
built in the north of the Olympic Park.
It will include a 6,000-seat Velodrome
for Olympic and Paralympic Track
Cycling, and a BMX circuit for
Olympic events.
After the Games, a road cycle circuit
and mountain bike course will be
added to create a cycling ‘hub’, linking
into cycle routes across London. Chris
said: ‘I have been hugely impressed
with the VeloPark designs.
Concept design of the VeloPark
‘I’m sure they will help deliver some
world-class performances in 2012
and inspire a whole new generation
of future Cycling champions.’
Olympic champion Chris Hoy
News
9
Venue updates
Broxbourne designs
The Olympic Delivery Authority
(ODA) has released designs for the
new Whitewater Canoe Centre in
Broxbourne, Hertfordshire.
It will host London 2012 Olympic
Canoe/Kayak Slalom events. After
the Games, it will be used by the
community and for elite competitions.
It will include a 300m international
course, warm-up course and finish
lake, all set in new parklands.
A new reception building will have
facilities for changing and watching
the events.
The ODA has submitted a planning
application for the venue after
consulting with the local community.
Smooth sailing for first London 2012 venue
Mountain Bike venue
Hadleigh Farm in Essex is the new The new site includes two major hills
site for the Mountain Bike events at separated by a valley. It has been
London 2012. approved by the national and
international cycling federations.
It was chosen to replace the original
venue, Weald Country Park, after Discussions are under way to
changes to the sport meant a more decide how the venue could be used
chall
enging course was needed. as a Mountain Bike facility after the
2012 Games.
Work to enhance the Weymouth and A 200m breakwater to protect the
Portland National Sailing Academy enhanced facilities is complete and
(WPNSA) facilities for London 2012 70,000 tonnes of Portland stone
is on track and due to finish in have been put in place to help form
November. the slipway.
The WPNSA is a world-class Sailing Work has started on a new pier
venue and the Olympic Delivery that will have two yacht-lifting
Authority (ODA) is enhancing its cranes, and a pontoon to provide
existing facilities with a new 70 berths for race-boats.
permanent 250m slipway and
race-boat parking, lifting and Weymouth and Portland will be the
mooring facilities. first venue ready for the 2012 Games.
The ODA published a new set of
milestones for the year ahead after
meeting the targets it set to achieve
before Beijing 2008.
Download ‘The big build:
foundations’, from
w ww.london2012.com/milestones
75p
Seventy-five pence in ever y pound
spent by the ODA is being invested in
long-ter m regeneration
90 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Using typography well
Example shown for illustrative purposes only.
Venue update
Handball Arena
The first designs have been released for the new London
2012 Handball Arena, which will become a multi-use
indoor sports centre after the 2012 Games.
New pictures show how London
2012’s Aquati cs Centre is taking
shape as the ‘big build’ in the
Olympic Park surges ahead.
Work is now complete on the first of
three supports that will be needed for
the venue’s 160m wave-shaped roof,
due to be installed in the spring.
The Centre will provide permanent
aquatics facilities that London does
not currently have, including two
50m pools and facilities for diving.
Aquatics Centre
Plans for the venue, to be built in the
west of the Olympic Park, are simple,
efficient and flexible, allowing for a
range of uses.
During the Games, Handball, Modern
Pentathlon and Goalball will be staged
in the Arena. It will then be opened to
the local community for training and
smaller events.
Key features of the design include:
Distinctive copper cladding on –
the outside
700sq m of windows around –
the building
100 ‘light pipes’, drawing in –
sunlight through the ceiling
A vibrantly coloured interior –
A 2,743sq m multi-sport area –
for community use after 2012
The design for the new Handball Arena
An artist’s impression of the Aquatics Centre after the Games
Venue update
9
Stage is set for London 2012 Sailing
The first new London 2012 venue is
ready for action after improvements to
the Weymouth and Portland National
Sailing Academy were completed on
time and to budget.
Work on the site, which will host
Olympic and Paralympic Sailing in
2012, was finished in November.
This means that local people, as w ell
as top Team GB hopefuls, will be
able to use the new world-class
facilities for three-and-a-half years
before the Games.
Among the key improvements to the
venue are a new 250m slipway, a race
boat parking and maintenance area
and new pontoon mooring facilities
for up to 70 boats.
Beijing 2008 Olympic Sailing
champion Paul Goodison helped
launch the improved facilities and said:
‘Winning gold in Qingdao was an
amazing experience.
‘I am now looking forward to 2012,
training and competing out of the
Weymouth and Portland National
Sailing Academy on my home waters.’
Team GB has been the most successful
Sailing nation at each of the past three
Olympic Games.
10
gold medals in Sailing will be awarded
at the London 2012 Olympic Games
4
gold medals won by Team GB in the
Sailing events at Beijing 2008
Jonathan Edwards, Paul Goodison and
Adam Greaves at the Sailing venue
A 30m-long steel section of the
roof has been lifted into place,
taking the height of the venue to
almost 37m above the ground
level where spectators will enter
the Olympic Stadium in 2012.
A further 27 sections of the roof
will be lifted into place over the
next nine months with the aim
of completing this section of
steelwork by October 2009.
Stadium progress
hits new heights
Olympic sailors will compete for
medals in 10 different classes at the
2012 Games:
Men’s One Person Dinghy –
(Laser)
Men’s One Person Dinghy –
Heavy (Finn)
Men’s Two Person Dinghy –
(470)
Men’s Two Person Dinghy High –
Performance (49er)
Men’s Windsurfer (RS:X) –
Men’s Keelboat (Star) –
Women’s One Person Dinghy –
(Laser Radial)
Women’s Two Person Dinghy –
(470)
Women’s Keelboat Match –
Racing (Elliott 6m)
Women’s Windsurfer
(RS:X) –
Sailing in London 2012
8
News
Olympic Park taking shape
The ‘big build’ phase started on the
Olympic Park site after the Olympic
Delivery Authority (ODA) began
construction on the Aquatics Centre
and Olympic Stadium this summer.
ODA Chairman John Armitt said the
Games are helping to transform east
London through new facilities and
opportunities for local people.
He explained: ‘Seventy-fve pence in
every pound we are spending is being
invested in long-term regeneration.
‘We a
re constructing world-class
sports venues for both the Games
and for community and elite use
afterwards, and improving transport
links to create one of the best-
connected parts of London.’
Work to build the Olympic
Park in east London is
ahead of schedule.
Aerial view of the Olympic Stadium site
Chris Hoy backs VeloPark plans
Three-time Beijing 2008 Cycling gold
medallist Chris Hoy helped reveal the
latest designs for the VeloPark to be
built in the north of the Olympic Park.
It will include a 6,000-seat Velodrome
for Olympic and Paralympic Track
Cycling, and a BMX circuit for
Olympic events.
After the Games, a road cycle circuit
and mountain bike course will be
added to create a cycling ‘hub’, linkin
g
into cycle routes across London. Chris
said: ‘I have been hugely impressed
with the VeloPark designs.
Concept design of the VeloPark
‘I’m sure they will help deliver some
world-class performances in 2012
and inspire a whole new generation
of future Cycling champions.’
Olympic champion Chris Hoy
News
9
Venue updates
Broxbourne designs
The Olympic Delivery Authority
(ODA) has released designs for the
new Whitewater Canoe Centre in
Broxbourne, Hertfordshire.
It will host London 2012 Olympic
Canoe/Kayak Slalom events. After
the Games, it will be used by the
community and for elite competitions.
It will include a 300m international
course, warm-up course and finish
lake, all set in new parklands.
A new reception building will have
facilities for changing and watching
the events.
The ODA has submitted a planning
application for the venue after
consulting with the local community.
Smooth sailing for first London 2012 venue
Mountain Bike venue
Hadleigh Farm in Essex is the new The new site includes two major hills
site for the Mountain Bike events at separated by a valley. It has been
London 2012. approved by the national and
international cycling federations.
It was chosen to replace the original
venue, Weald C
ountry Park, after Discussions are under way to
changes to the sport meant a more decide how the venue could be used
challenging course was needed. as a Mountain Bike facility after the
2012 Games.
Work to enhance the Weymouth and A 200m breakwater to protect the
Portland National Sailing Academy enhanced facilities is complete and
(WPNSA) facilities for London 2012 70,000 tonnes of Portland stone
is on track and due to finish in have been put in place to help form
November. the slipway.
The WPNSA is a world-class Sailing Work has started on a new pier
venue and the Olympic Delivery that will have two yacht-lifting
Authority (ODA) is enhancing its cranes, and a pontoon to provide
existing facilities with a new 70 berths for race-boats.
permanent 250m slipway and
race-boat parking, lifting and Weymouth and Portland will be the
mooring facilities. first venue ready for the 2012 Games.
The ODA published a new set of
milestones for the year ahead after
meeting the targets it set to achieve
before Beijing 2008.
Download ‘The big build:
foundations’, from
w ww.london2012.com/milestones
75p
Seventy-five pence in ever y pound
spent by the ODA is being invested in
long-ter m regeneration
8
Venue update
Handball Arena
The first designs have been released for the new London
2012 Handball Arena, which will become a multi-use
indoor sports centre after the 2012 Games.
New pictures show how London
2012’s Aquati cs Centre is taking
shape as the ‘big build’ in the
Olympic Park surges ahead.
Work is now complete on the first of
three supports that will be needed for
the venue’s 160m wave-shaped roof,
due to be installed in the spring.
The Centre will provide permanent
aquatics facilities that London does
not currently have, including two
50m pools and facilities for diving.
Aquatics Centre
Plans for the venue, to be built in the
west of the Olympic Park, are simple,
efficient and flexible, allowing for a
range of uses.
During the Games, Handball, Modern
Pentathlon and Goalball will be staged
in the Arena. It will then be opened to
the local community for training and
smaller events.
Key features of the design include:
Distinctive copper cladding on – the outside
700sq m of windows around – the building
100 ‘light pipes’, drawing in – sunlight through the ceiling
A vibrantly coloured interior –
A 2,743sq m multi-sport area – for community use after 2012
The design for the new Handball Arena
An artist’s impression of the Aquatics Centre after the Games
Venue update
9
Stage is set for London 2012 Sailing
The first new London 2012 venue is
ready for action after improvements to
the Weymouth and Portland National
Sailing Academy were completed on
time and to budget.
Work on the site, which will host
Olympic and Paralympic Sailing in
2012, was finished in November.
This means that local people, as w ell
as top Team GB hopefuls, will be
able to use the new world-class
facilities for three-and-a-half years
before the Games.
Among the key improvements to the
venue are a new 250m slipway, a race
boat parking and maintenance area
and new pontoon mooring facilities
for up to 70 boats.
Beijing 2008 Olympic Sailing
champion Paul Goodison helped
launch the improved facilities and said:
‘Winning gold in Qingdao was an
amazing experience.
‘I am now looking forward to 2012,
training and competing out of the
Weymouth and Portland National
Sailing Academy on my home waters.’
Team GB has been the most successful
Sailing nation at each of the past three
Olympic Games.
10
gold medals in Sailing will be awarded
at the London 2012 Olympic Games
4
gold medals won by Team GB in the
Sailing events at Beijing 2008
Jonathan Edwards, Paul Goodison and
Adam Greaves at the Sailing venue
A 30m-long steel section of the
roof has been lifted into place,
taking the height of the venue to
almost 37m above the ground
level where spectators will enter
the Olympic Stadium in 2012.
A further 27 sections of the roof
will be lifted into place over the
next nine months with the aim
of completing this section of
steelwork by October 2009.
Stadium progress
hits new heights
Olympic sailors will compete for
medals in 10 different classes at the
2012 Games:
Men’s One Person Dinghy –
(Laser)
Men’s One Person Dinghy –
Heavy (Finn)
Men’s Two Person Dinghy –
(470)
Men’s Two Person Dinghy High –
Performance (49er)
Men’s Windsurfer (RS:X) –
Men’s Keelboat (Star) –
Women’s One Person Dinghy –
(Laser Radial)
Women’s Two Person Dinghy –
(470)
Women’s Keelboat Match –
Racing (Elliott 6m)
Women’s Windsurfer
(RS:X) –
Sailing in London 2012
8
News
Olympic Park taking shape
The ‘big build’ phase started on the
Olympic Park site after the Olympic
Delivery Authority (ODA) began
construction on the Aquatics Centre
and Olympic Stadium this summer.
ODA Chairman John Armitt said the
Games are helping to transform east
London through new facilities and
opportunities for local people.
He explained: ‘Seventy-fve pence in
every pound we are spending is being
invested in long-term regeneration.
‘We a
re constructing world-class
sports venues for both the Games
and for community and elite use
afterwards, and improving transport
links to create one of the best-
connected parts of London.’
Work to build the Olympic
Park in east London is
ahead of schedule.
Aerial view of the Olympic Stadium site
Chris Hoy backs VeloPark plans
Three-time Beijing 2008 Cycling gold
medallist Chris Hoy helped reveal the
latest designs for the VeloPark to be
built in the north of the Olympic Park.
It will include a 6,000-seat Velodrome
for Olympic and Paralympic Track
Cycling, and a BMX circuit for
Olympic events.
After the Games, a road cycle circuit
and mountain bike course will be
added to create a cycling ‘hub’, linking
into cycle routes across London. Chris
said: ‘I have been hugely impressed
with the VeloPark designs.
Concept design of the VeloPark
‘I’m sure they will help deliver some
world-class performances in 2012
and inspire a whole new generation
of future Cycling champions.’
Olympic champion Chris Hoy
News
9
Venue updates
Broxbourne designs
The Olympic Delivery Authority
(ODA) has released designs for the
new Whitewater Canoe Centre in
Broxbourne, Hertfordshire.
It will host London 2012 Olympic
Canoe/Kayak Slalom events. After
the Games, it will be used by the
community and for elite competitions.
It will include a 300m international
course, warm-up course and finish
lake, all set in new parklands.
A new reception building will have
facilities for changing and watching
the events.
The ODA has submitted a planning
application for the venue after
consulting with the local community.
Smooth sailing for first London 2012 venue
Mountain Bike venue
Hadleigh Farm in Essex is the new The new site includes two major hills
site for the Mountain Bike events at separated by a valley. It has been
London 2012. approved by the national and
international cycling federations.
It was chosen to replace the original
venue, Weald Country Park, after Discussions are under way to
changes to the sport meant a more decide how the venue could be used
chall
enging course was needed. as a Mountain Bike facility after the
2012 Games.
Work to enhance the Weymouth and A 200m breakwater to protect the
Portland National Sailing Academy enhanced facilities is complete and
(WPNSA) facilities for London 2012 70,000 tonnes of Portland stone
is on track and due to finish in have been put in place to help form
November. the slipway.
The WPNSA is a world-class Sailing Work has started on a new pier
venue and the Olympic Delivery that will have two yacht-lifting
Authority (ODA) is enhancing its cranes, and a pontoon to provide
existing facilities with a new 70 berths for race-boats.
permanent 250m slipway and
race-boat parking, lifting and Weymouth and Portland will be the
mooring facilities. first venue ready for the 2012 Games.
The ODA published a new set of
milestones for the year ahead after
meeting the targets it set to achieve
before Beijing 2008.
Download ‘The big build:
foundations’, from
w ww.london2012.com/milestones
75p
Seventy-five pence in ever y pound
spent by the ODA is being invested in
long-ter m regeneration
90 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Using typography well
Example shown for illustrative purposes only.
Working f or London
Liquip suscil eum eni sis alisit veliquipit
venit eu feu feugait in consa a dolor
heniatie feuis deliquiv veriliquats lasa
veliquati dol ores velis adun t velit elis
amcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesen it vast
nonsequat. Im esecte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent saut patie
digna feum v el irit lasae com my inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisisit
digniam, quipissed dolor em las z zrit
luptat venim vel eum dol eseq uipsusci
enim quis dolor irilit wisci bla facing
et wis etumsan vel ipit dol oe nullumm
oloreet praessed tat.
Progress
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el ut at velit
nibh elent alit luptat, quisl cooincin
etesan etue con henibh elis aacidunt
ulluptat ad dolore visan a quat lut at.
Quis nim zzriuscinci tat, velit volore
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat comm y sequa dos .
Im vel digna feugiametum numsando
comm y nulput em do con ulla auga it
landrer iuscinibh easi feuis alsno stru
ming esed tat num dolor e con e xerci
er aciliscip et adsf m inse hent amet ue
ming et v enim dolobore dosmodia
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputa
vent at nisit utat vel illum a con squat.
Um exer si tatetum sandr equim alsi
dolortin ut la facipit doll ore nim quisi
blandion veliquis accummy nummy
niscincip erit lore tinci elese ins exero
dolobore vulla feum v olore conull an
henit ulputpat, do sim quam , con e rit
conullam at . Ut esti onulla faci efease
consed ex eugiat, a feui elit dolore
rit iurero od et velendiam zzrit esaex
ersa sequa tumsan. Nim nis ad dunt
in vel irit, verit lortist at, qui tie dit
vent venit asa wi scilissis euipsum
modigna facipit dins aciduia als d iod
magnis insa vent.
Dolut nos a dionsectet dunt ipits lutat
volent wis dolor e ram min vensa diod
magnis nisismod ex er insa vent vull
nim nis ad dunt i n vel irit, verit lortisit
at, qui tie dit vent venit asa wi scilissis
ipsusci tat acipis qui accumsan vel
adigniscil del irit.
Subheading here
Nim nis ad dunt i n vel irit, verit lortis
at, qui tie dit vent venit asa wi scilissis
euipsum mo digna facipit dins acidui
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tums
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum do lorti onsequisisl
iliquissed te del ent e ro ex el ut at
nibh elent alit luptat, quisl cooincinci
etesan etue con henibh elis aacidu
ulluptat ad dolo re visan as quat lut at.
Praesse quissequat landioa las cor s
quis nim zzriuscinci tat, velit volorees
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat modis las consec
Im vel digna f eugiametum numsandio
comm y nulput em do conull a augait
landrer iuscinibh eas i feuis alsno stru
ming esed tat num dolo re con ex erci
er aciliscip et a dsf minse hen t amet
ming et v enim dolobore dosmo diam
veraesequat v ero et prat este adigna
facin estrud dol or in henim nulputat
vent at nisit utat vel illum a con squat.
Venit eu feu feugait in consa a dolor
heniatie feuis deliquiv veriliquats lasa
veliquati dolo res velis adunt v elit elis
amcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesenit vast
nonsequat. Im es ecte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent saut patie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisisit
digniam, quipissed dolorem.
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum al a zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el utat v elit
nibh elent alit luptat , quisl cooincin
etesan etue con henibh elis aacidunt
ulluptat ad dolore visan a quat lutat.
Quis nim zzriuscinci tat, velit volore
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat comm y sequa dos .
Im vel digna f eugiametum numsando
comm y nulput em do con ulla auga it
landrer iuscinibh eas i feuis alsnost ru
ming esed tat num dolore con exerci
er aciliscip et a dsf minse hen t amet ue
ming et v enim dolobore dosmo dia
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputa
vent at nisit utat vel illum a consquat.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesen it vast
nonsequat. Im ese cte digna at lupt at.
Venit eu feu feugait in consa a dolor
heniatie feuis deliquiv veriliquats lasa
veliquati dolor es velis adun t velit elis
amcom my nonsequam las ac ilit volor
Subheading here
Um exer si tatetum sandr equim alsi
dolortin ut la facipit do llore nim quisi
blandion veliquis accummy nummy
niscincip erit lore tinci elese ins exero
dolobore vulla feum v olore conull an
henit ulput pat, do sim quam , con e rit
conull am at. Ut esti onulla faci efease
consed ex eugiat, a feui elit dolore
rit iurero od et velendiam zzrit esaex
ersa sequa tumsan. Nim nis ad dunt
in vel irit, verit lortist at, qui tie dit
vent venit asa w iscilissis euipsum
modigna facipit dins aciduia als d iod
magnis insa vent.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesen it vast
nonsequat. Im ese cte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent saut patie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisisit
digniam, quipissed dolorem las zzrit
luptat venim vel eum doleseq.
arty
about
you
Liquip suscil eum en isis alisit veliquipit
venit eu feu feugait in consa a dolore
heniatie feuis deliquiv v
eriliquats lasa
veliquati dol ores velis adunt velit elis
amcom my nonsequam las ac ilit volor
Dads finish last iuscinibh easi feuis alsno strud ming
esed tat num dol ore con ex erci er
aciliscip et a dsf minse hent amet ue
ming et v enim dolobore dosmo diam
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputat
Building facilities
London 2 012 gives us the single
biggest opp ortunity to energise the
country, to get p eople involved
and engage d with sport, with their
local comm unities. The G overnment
has alr eady comm itted to increased
investment in sport. Staging the Games
will speed this up. It will acceler ate
the provision of t he world-class sports
infrastructure needed across the U K.
After the Games E ast London will
be left with five brand ne w facilities
for the use of the comm unity and f or
elite athletes. And ot her venues will
be designed to be temporary – so
they can be dismant led and r ebuilt
across the U K, helping to ensure that
the who le of the UK benefits from
the Games.
Shaping e nvironments
The Olympic Park itself will revive one
of the mo st depr ived areas in London.
500 acres will be transformed with
new facilities, new infrastructure and
restored nat ural ecology. It will create
the largest urban park in Europe
in over 150 years – a pla ce the size
of Hyde park. Waterways will be
revived and wildlife encouraged.
The O lympic Village will create some
9,000 new home s – man y available
for key workers.
Creating emplo yment
The G ames w ill bring emp loyment t o
the area and a cross the UK. The Park
alone w ill create some 1 2,0 00 new
jobs. The r edevelopment of the area
and the improved transport will
draw in man y new businesses and so
create further opportunities.
Thousands of comp anies across the
UK will benefit from the supp lying the
goods and ser vices that t he Games
will need.
Building participation
Around the country, we will be
recruiting volunteers. We estimate
some 70,000 will be needed. A huge
number. And a h uge opportunity.
Their roles will be man y and v aried
– from as sisting at v enues to working
with the me dia, to participating
in the me dal ceremony. Volunteering
will get people right into the G ames.
Directly involved. Responsible for
making our G ames a real success .London 2 012 gives
us the single
biggest opportunity
to change lives
around the country.
impact
Transforming
a generation
Everyone galle ry
Twelve of the UK’s most t alented
artists were asked to create an image
inspired by the phrase ‘stop never’.
Lorem suscil eum e nisis alisit dolores
quipit venit als et f eu feugait in consa
a dolore heniatie. Veliquati dolo res
velis adunt veliti elis amcom my mimit
nonsequam l as acilit volor.
Nulput pat sequi te magnim estionum
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor eu
nonsequat. Im esecte digna at lupt at.
Venit in heniam er ilisl lent saut patie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisi
digniam, quipissed doloreim las zzrit.
Luptat venim vel eum dol eseq dolores
uipsusci enim quis dolor a i rilit wisci
ipsuscilit augiam venit, quat do quam
val dignas w is etumsan vels ipit als
doloe nullum m olor eet praessed atat.
in utpates eniate faci ex et dolorpes
a raesequis nibh valsa d i essit lorem.
‘Det, quisi te faccum dolo rti on su isisl
iliquissed te del ent ero ex el utat.’
Kapoor at t he Tate Modern
Dolut nos a dionsectet dunt ipits lutat
volent wis dolore ram min vensa diod
magnis nisismod ex er insa vent vullut
nim nis ad dunt i n vel irit, verit lortis
at, qui tie dit vent venit asa wiscilissis
euipsum mo digna facipit din aciduisl
ipsusci tat acipis qui accumsan vel
heniat. Sum dolo re facipit, dconsenis
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor eu
facilla aliquam la iureraesen it asta
nonsequat. Im ese cte digna at lupt at.
Cultural Olympiad
Our vision
Liquip suscil eum e nisis alisit veliquipit
venit eu feu feugait in consa a dolore
veliquati dolo res velis adunt velit elis
amcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor eu
facilla aliquam la iureraesen it asta
nonsequat. Im esecte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estione
venit in heniam er ilisl lent saut patie
Digna feum v el irit lasae com my inu
tat, conullut i riure aconsectem quisisit
heniatie feuis deliquiv veriliquats lasa
wiscilissis euipsum mo dignas facipit
in velenim vercilit. Velisit ea augiatem
dolore facipit, consenis adigniscil de
irit, asla quamcon secte consequi eres
digniam, quipissed dolorem las zzrit
luptat venim vel eum do leseq uipsusci
als aen im quis. See page 26/27e
in utpates eniate faci ex et dolorpes
araesequis nibh valsa d i essit verosto
iliquissed te del ent e ro ex el ut at velit
nibh elent alit luptat, quisl cooincinci
ulluptat ad dolorem visan.
Praesse quissequat landioa cor sen it,
coreetuero consequisit,sim vals eam
quis nim zzriuscinci tat, et cos e velit
volorees sum dolo bor sequisim alsas
lorem dignibh eria utes facil doloremi
senibh ex ero com my ming esed tate
Sporting venues
Num dol ore con ex erci ere luptat
aciliscip et a d minse hent amet ue van
amvera aaesequat v ero et pr at este
adigna facin estrud dolor in henimsa
nulputat vent at nisita utat vel illuma
consquat. Lorem este dignibh eria ute
sandrequim dolortin ut lavas acipitae
dollore nim quisi dolem:
A Games
like no other
“
New ways ,
different
ways,
like never
before…
”
2012 is London’s year. The world’s
eyes will be on us. Much will be
expected of us. London’s Olympic
Games and Paralympic Games will
draw on what’s special about our
City and our nation to create a
Games like never before.
2012 is London’s year. The world’s
eyes will be on us. Much will be
expected of us. London’s Olympic
Games and Paralympic Games will
draw on what’s special about our
City and our nation to create a
Games like never before.
Liquip suscil eum en isis alisit veliquipit
venit eu feu feugait in consa a dolore
heniatie feuis deliquiv veriliquats lasa
veliquati dol ores velis adunt velit elis
amcommy nonsequam las acilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feummy niat venis a acip conllaor eu
facilla aliquam la iureraesenit asta
nonsequat. Im esecte digna at luptat.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent sautpatie
digna feum v el irit lasae commy inum
euissi blaor sit, si tate wis nulputatie
tat, conullut iriure aconsectem quisisit
luptat venim vel eum doleseq uipsusci
enim quis dolor irilit wisci bla facing
et wis etumsan vel ipit doloe nullumm
oloreet praessed tat.
Subheading here
Dads finish last
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolorti onsequisisl
iliquissed te del ent ero ex el utat velit
nibh elent alit luptat, quisl cooincin
etesan etue con henibh elis aacidunt
ulluptat ad dolore visan a quat lut at.
Praesse quissequat landioa cor senit,
coreetuero consequisit, sim eam quis
nim zzriuscinci tat, velit volorees sum
dolobor sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam quisim cilit cans wisi
inibh eugue con sequat. Im vel digna
feugiametum numsandio a commy
nulputem do conulla augait landrers
iuscinibh easi feuis alsno strud ming
esed tat num dol ore con exerci er
aciliscip et a dsf minse hent ametue
ming et venim dolobore dosmodiam
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputat
vent at nisit utat vel illum a consquat.
Subheading here
Dolortin ut la facipit dollore nim quisi
blandion veliquis accummy nummy
niscincip erit lore tinci elese ins exero
dolobore vulla feum volore conullan
henit ulputpat, do sim quam, con erit
conullam at. Ut estionulla faci efease
consed ex eugiat, a feui elit doloren
rit iurero od et velendiam zzrit esaex
ersa sequa tumsan hen im las zzrill
ala zzriustrud el eum adunt veliquims
dolut nos adionsectet dunt ipits lutat
volent wis dolore ram min vensa diod
magnis nisismod ex er insa vent vullut
nim nis ad dunt i n vel irit, verit lortisit
at, qui tie dit vent venit asa wisciliss
euipsum modigna facipit dins aciduisl
ipsusci tat acipis qui accumsan vel in
heniat. Sum dolore facipit, consenis
adigniscil del irit, asla quam .
Subheading here At qui tie dit vent venit asa wiscilissis
euipsum modigna facipit dins aciduisl
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa di essit verosto
et, quisi te faccum dolorti onsequisisl
iliquissed te del ent e ro ex el ut at velit
nibh elent alit luptat.
91 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use
our basic elements in a consistent way. Here are some examples
of what we cannot do with typography:
1. Don’t use Futura or Arial for large headlines.
2. Don’t use more than one colour in body copy, unless
highlighting a headline or paragraph heading.
3. Always ensure sufficient contrast between text and
background for legibility.
4. Don’t range typography right.
5. Don’t mix typefaces in paragraphs or quotes.
6. Don’t fill the whole page with text. Clear white space is
always needed.
7. Don’t use our Dark colours for body copy – if a Dark colour is
needed, black will reproduce better and be cheaper to print.
Dark colours may, however, be used to accentuate sub headings.
Futura/Arial don’t do this
1.
4.
2.
5.
3.
6.
Example shown for illustrative purposes only.
7.
Liquip suscil eum eni sis alisit veliquipit
venit eu feu feugait in consa a dolor
heniatie feuis deliquiv veriliquats lasa
veliquati dol ores velis adun t velit elis
amcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
Consecte dolore adiatue feugue minit
prat niamcommy nim velestin ulla alit
adipisi tatetum nim dolobore vals.
Feumm y niat venis acip conllaor seu
facilla aliquam la i ureraesen it vast
nonsequat. Im esecte digna at lupt at.
Duipis niate ming euip et, volorperos
nulputpat. Sequi te magnim estionum
venit in heniam er ilisl lent saut patie
digna feum v el irit lasae com my inum
euissi blaor sit, si tate wis nulput atie
tat, conullut i riure aconsectem quisisit
digniam, quipissed dolor em las z zrit
luptat venim vel eum dol eseq uipsusci
enim quis dolor irilit wisci bla facing
et wis etumsan vel ipit dol oe nullumm
oloreet praessed tat.
Progress
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tumsan
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el ut at velit
nibh elent alit luptat, quisl cooincin
etesan etue con henibh elis aacidunt
ulluptat ad dolore visan a quat lut at.
Quis nim zzriuscinci tat, velit volore
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat comm y sequa dos .
Im vel digna feugiametum numsando
comm y nulput em do con ulla auga it
landrer iuscinibh easi feuis alsno stru
ming esed tat num dolor e con e xerci
er aciliscip et adsf m inse hent amet ue
ming et v enim dolobore dosmodia
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputa
vent at nisit utat vel illum a con squat.
Um exer si tatetum sandr equim alsi
dolortin ut la facipit doll ore nim quisi
blandion veliquis accummy nummy
niscincip erit lore tinci elese ins exero
dolobore vulla feum v olore conull an
henit ulputpat, do sim quam , con e rit
conullam at . Ut esti onulla faci efease
consed ex eugiat, a feui elit dolore
rit iurero od et velendiam zzrit esaex
ersa sequa tumsan. Nim nis ad dunt
in vel irit, verit lortist at, qui tie dit
vent venit asa wi scilissis euipsum
modigna facipit dins aciduia als d iod
magnis insa vent.
Dolut nos a dionsectet dunt ipits lutat
volent wis dolor e ram min vensa diod
magnis nisismod ex er insa vent vull
nim nis ad dunt i n vel irit, verit lortisit
at, qui tie dit vent venit asa wi scilissis
ipsusci tat acipis qui accumsan vel
adigniscil del irit.
Subheading here
Nim nis ad dunt i n vel irit, verit lortis
at, qui tie dit vent venit asa wi scilissis
euipsum mo digna facipit dins acidui
Diod magnis nisismod ex er insa vent
verilit lors iriustrud ersa sequa tums
henim zzrillum ala zzriustrud el eum
in utpates eniate faci ex et dolorpesa
raesequis nibh valsa d i essit verosto
et, quisi te faccum do lorti onsequisisl
iliquissed te del ent e ro ex el ut at
nibh elent alit luptat, quisl cooincinci
etesan etue con henibh elis aacidu
ulluptat ad dolo re visan as quat lut at.
Praesse quissequat landioa las cor s
quis nim zzriuscinci tat, velit volorees
sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat modis las consec
Im vel digna f eugiametum numsandio
comm y nulput em do conull a augait
landrer iuscinibh eas i feuis alsno stru
ming esed tat num dolo re con ex erci
er aciliscip et a dsf minse hen t amet
ming et v enim dolobore dosmo diam
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facin estrud dol or in henim nulputat
vent at nisit utat vel illum a con squat.
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heniatie feuis deliquiv veriliquats lasa
veliquati dolo res velis adunt v elit elis
amcom my nonsequam las ac ilit volor
ipsuscilit augiam venit, quat do quam
zzrit val acipsustie dit utpat illuptat.
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adipisi tatetum nim dolobore vals.
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nonsequat. Im es ecte digna at lupt at.
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tat, conullut i riure aconsectem quisisit
digniam, quipissed dolorem.
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henim zzrillum al a zzriustrud el eum
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et, quisi te faccum dolo rti onsequisisl
iliquissed te del ent ero ex el utat v elit
nibh elent alit luptat , quisl cooincin
etesan etue con henibh elis aacidunt
ulluptat ad dolore visan a quat lutat.
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sum dolob or sequisim al dignibh eria
ute facil dolor senibh ex ero com my
nulla facil ullam qu isim cilit wisi inibh
eugue consequat comm y sequa dos .
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comm y nulput em do con ulla auga it
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vent at nisit utat vel illum a consquat.
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facilla aliquam la i ureraesen it vast
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Subheading here
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tat, conullut i riure aconsectem quisisit
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arty
about
you
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eriliquats lasa
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Building facilities
London 2 012 gives us the single
biggest opp ortunity to energise the
country, to get p eople involved
and engage d with sport, with their
local comm unities. The G overnment
has alr eady comm itted to increased
investment in sport. Staging the Games
will speed this up. It will acceler ate
the provision of t he world-class sports
infrastructure needed across the U K.
After the Games E ast London will
be left with five brand ne w facilities
for the use of the comm unity and f or
elite athletes. And ot her venues will
be designed to be temporary – so
they can be dismant led and r ebuilt
across the U K, helping to ensure that
the who le of the UK benefits from
the Games.
Shaping e nvironments
The Olympic Park itself will revive one
of the mo st depr ived areas in London.
500 acres will be transformed with
new facilities, new infrastructure and
restored nat ural ecology. It will create
the largest urban park in Europe
in over 150 years – a pla ce the size
of Hyde park. Waterways will be
revived and wildlife encouraged.
The O lympic Village will create some
9,000 new home s – man y available
for key workers.
Creating emplo yment
The G ames w ill bring emp loyment t o
the area and a cross the UK. The Park
alone w ill create some 1 2,0 00 new
jobs. The r edevelopment of the area
and the improved transport will
draw in man y new businesses and so
create further opportunities.
Thousands of comp anies across the
UK will benefit from the supp lying the
goods and ser vices that t he Games
will need.
Building participation
Around the country, we will be
recruiting volunteers. We estimate
some 70,000 will be needed. A huge
number. And a h uge opportunity.
Their roles will be man y and v aried
– from as sisting at v enues to working
with the me dia, to participating
in the me dal ceremony. Volunteering
will get people right into the G ames.
Directly involved. Responsible for
making our G ames a real success .London 2 012 gives
us the single
biggest opportunity
to change lives
around the country.
impact
Transforming
a generation
Everyone galle ry
Twelve of the UK’s most t alented
artists were asked to create an image
inspired by the phrase ‘stop never’.
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nonsequat. Im esecte digna at lupt at.
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tat, conullut i riure aconsectem quisi
digniam, quipissed doloreim las zzrit.
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uipsusci enim quis dolor a i rilit wisci
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val dignas w is etumsan vels ipit als
doloe nullum m olor eet praessed atat.
in utpates eniate faci ex et dolorpes
a raesequis nibh valsa d i essit lorem.
‘Det, quisi te faccum dolo rti on su isisl
iliquissed te del ent ero ex el utat.’
Kapoor at t he Tate Modern
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Cultural Olympiad
Our vision
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als aen im quis. See page 26/27e
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Sporting venues
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A Games
like no other
“
New ways ,
different
ways,
like never
before…
”
2012 is London’s year. The world’s
eyes will be on us. Much will be
expected of us. London’s Olympic
Games and Paralympic Games will
draw on what’s special about our
City and our nation to create a
Games like never before.
2012 is London’s year. The world’s
eyes will be on us. Much will be
expected of us. London’s Olympic
Games and Paralympic Games will
draw on what’s special about our
City and our nation to create a
Games like never before.
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tat, conullut iriure aconsectem quisisit
luptat venim vel eum doleseq uipsusci
enim quis dolor irilit wisci bla facing
et wis etumsan vel ipit doloe nullumm
oloreet praessed tat.
Subheading here
Dads finish last
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nulputem do conulla augait landrers
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ming et venim dolobore dosmodiam
veraesequat v ero et p rat este adigna
facin estrud dolor in henim nulputat
vent at nisit utat vel illum a consquat.
Subheading here
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et, quisi te faccum dolorti onsequisisl
iliquissed te del ent e ro ex el ut at velit
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91 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
To maintain a strong, distinctive brand it is important to use
our basic elements in a consistent way. Here are some examples
of what we cannot do with typography:
1. Don’t use Futura or Arial for large headlines.
2. Don’t use more than one colour in body copy, unless
highlighting a headline or paragraph heading.
3. Always ensure sufficient contrast between text and
background for legibility.
4. Don’t range typography right.
5. Don’t mix typefaces in paragraphs or quotes.
6. Don’t fill the whole page with text. Clear white space is
always needed.
7. Don’t use our Dark colours for body copy – if a Dark colour is
needed, black will reproduce better and be cheaper to print.
Dark colours may, however, be used to accentuate sub headings.
Futura/Arial don’t do this
1.
4.
2.
5.
3.
6.
Example shown for illustrative purposes only.
7.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex92
Imagery
Imagery
93 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Whether you are commissioning photography
or using sourced imagery, bear in mind that images must…
Imagery principles
Think about the crop
and staging…
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Whether you are commissioning photography
or using sourced imagery, bear in mind that images must…
Imagery principles
Think about the crop
and staging…
Example shown for illustrative purposes only.
94 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Imagery principles
…be dynamic with the content.
Scale can help…
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Imagery principles
…be dynamic with the content.
Scale can help…
Example shown for illustrative purposes only.
95 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Imagery principles
…capture emotions…
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Imagery principles
…capture emotions…
Example shown for illustrative purposes only.
96 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Imagery principles
Example shown for illustrative purposes only.
…explore the use of colour
in the imagery…
London 2012 Brand Expression: Overview
Imagery principles
Example shown for illustrative purposes only.
…explore the use of colour
in the imagery…
97 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Imagery principles
…play with details…
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Imagery principles
…play with details…
Example shown for illustrative purposes only.
98 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Whether you are commissioning photography or using imagery
from Media Manager, images fall into these distinct categories:
––People.
––Places.
––Objects.
Over the next few pages are the main principles to consider when
sourcing and using imagery.
Imagery overview
People ObjectsPlaces
Athletes
Portraits of iconic sports individuals
and teams, capturing movement,
energy and passion.
Iconic objects
Still life of iconic sporting and cultural
objects that capture the essence of the
Olympic and Paralympic values.
Places
Sporting venues or other iconic places
People in the community
Portraits of individuals and groups
within the community, capturing,
youthful energy, passion and diversity.
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Whether you are commissioning photography or using imagery
from Media Manager, images fall into these distinct categories:
––People.
––Places.
––Objects.
Over the next few pages are the main principles to consider when
sourcing and using imagery.
Imagery overview
People ObjectsPlaces
Athletes
Portraits of iconic sports individuals
and teams, capturing movement,
energy and passion.
Iconic objects
Still life of iconic sporting and cultural
objects that capture the essence of the
Olympic and Paralympic values.
Places
Sporting venues or other iconic places
People in the community
Portraits of individuals and groups
within the community, capturing,
youthful energy, passion and diversity.
Example shown for illustrative purposes only.
99 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Portraits of iconic sports individuals and teams, capturing
movement, energy and passion.
Capturing Emotion
Focusing in on the emotion of the athlete and action.
Capturing Physical movement
Interesting crops, simple compositions, bold colours,
showing movement, energy and passion.
Imagery – athletes
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Portraits of iconic sports individuals and teams, capturing
movement, energy and passion.
Capturing Emotion
Focusing in on the emotion of the athlete and action.
Capturing Physical movement
Interesting crops, simple compositions, bold colours,
showing movement, energy and passion.
Imagery – athletes
Example shown for illustrative purposes only.
100 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Portraits of iconic sports individuals and groups in the community
engaging in a London 2012 activity, capturing youthful energy,
passion and diversity.
Composing an image
Interesting crops, simple compositions, showing movement,
energy and passion.
Using colour
Imagery must be bright and colourful. Enhancing the brightness
and contrast and image saturation can achieve this. Be careful not
to over saturate as images need to still look real and natural.
Imagery
– people in the community
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Portraits of iconic sports individuals and groups in the community
engaging in a London 2012 activity, capturing youthful energy,
passion and diversity.
Composing an image
Interesting crops, simple compositions, showing movement,
energy and passion.
Using colour
Imagery must be bright and colourful. Enhancing the brightness
and contrast and image saturation can achieve this. Be careful not
to over saturate as images need to still look real and natural.
Imagery
– people in the community
Example shown for illustrative purposes only.
101 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Views of iconic Olympic and Paralympic venues and locations in
the United Kingdom.
Construction Photography
Interesting crops, simple compositions, as simple and bold as possible.
Places Photography
Interesting crops, simple, bold colours, capture dynamism and
energy in compositions.
Imagery – places
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Views of iconic Olympic and Paralympic venues and locations in
the United Kingdom.
Construction Photography
Interesting crops, simple compositions, as simple and bold as possible.
Places Photography
Interesting crops, simple, bold colours, capture dynamism and
energy in compositions.
Imagery – places
Example shown for illustrative purposes only.
102 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Still life of iconic sporting and cultural objects that capture the
essence of the Olympic and Paralympic values.
Using full bleed images
Interesting crops, simple compositions, bold colours, showing
movement, energy and dynamic viewpoints.
Using colour
Imagery must be bright and colourful. Enhancing the brightness
and contrast and image saturation can achieve this. Be careful not
to over saturate as images need to still look real and natural.
Imagery – objects
Example shown for illustrative purposes only.
London 2012 Brand Expression: Overview
Still life of iconic sporting and cultural objects that capture the
essence of the Olympic and Paralympic values.
Using full bleed images
Interesting crops, simple compositions, bold colours, showing
movement, energy and dynamic viewpoints.
Using colour
Imagery must be bright and colourful. Enhancing the brightness
and contrast and image saturation can achieve this. Be careful not
to over saturate as images need to still look real and natural.
Imagery – objects
Example shown for illustrative purposes only.
103 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
The applications in this document show examples of using
photography in the London 2012 style. Ordinary photos can
become more dynamic and interesting by the use of cropping.
Cropping can create drama and focus, and strengthens an images’
composition. Removing superfluous elements can create a cleaner,
more graphic image which is a more ‘London 2012’ style.
1. Dynamic composition
A dynamic composition has been created by cropping into an
image of the construction site, eliminating unnecessary surrounding
detail. The resulting image is cleaner and more graphic.
2. Cropping images into Segments
When cropping into Segments and irregular shapes the same rules
apply as to the regular shapes. This can help busy images look
more simple and graphic, and create a greater feeling of intimacy.
3. Cropping multiple images
When using multiple images, the simpler the single image is the
better they will look together. Move the images around inside the
Segments to achieve a more balanced composition overall.
Cropping images
Example shown for illustrative purposes only.
1.
2.
3.
Crop out unnecessary
detail to create cleaner
more graphic image.
Crop into faces and
bodies to capture a
more intimate moment.
Crop to simplify images
when using more multiple
images together.
London 2012 Brand Expression: Overview
The applications in this document show examples of using
photography in the London 2012 style. Ordinary photos can
become more dynamic and interesting by the use of cropping.
Cropping can create drama and focus, and strengthens an images’
composition. Removing superfluous elements can create a cleaner,
more graphic image which is a more ‘London 2012’ style.
1. Dynamic composition
A dynamic composition has been created by cropping into an
image of the construction site, eliminating unnecessary surrounding
detail. The resulting image is cleaner and more graphic.
2. Cropping images into Segments
When cropping into Segments and irregular shapes the same rules
apply as to the regular shapes. This can help busy images look
more simple and graphic, and create a greater feeling of intimacy.
3. Cropping multiple images
When using multiple images, the simpler the single image is the
better they will look together. Move the images around inside the
Segments to achieve a more balanced composition overall.
Cropping images
Example shown for illustrative purposes only.
1.
2.
3.
Crop out unnecessary
detail to create cleaner
more graphic image.
Crop into faces and
bodies to capture a
more intimate moment.
Crop to simplify images
when using more multiple
images together.
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augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03 Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03 Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Passion for
the Games
Go to london2012.com to get inspired
Passion for the Games
Go to london2012.com to get inspired
Let’s
go
london2012.com
Let’s go
london2012.comGo to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Passion for
the Games
Go to london2012.com to get inspired
Passion for
the Games
Go to london2012.com to get inspired
Let’s
go
london2012.com
Let’s
go
london2012.com
Get into it
london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Get into it
London2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
104 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Tips for cropping
Example shown for illustrative purposes only.
Crop of image is too small
resulting in unbalance
X
Don’t crop so closely that
other elements create clutter.
X
Don’t crop too closely so that
detail and context is lost.
X
Ensure that images are not
rotated to unrealistic angles.
X
Don’t crop parts
of faces out
X
Too much detail distracts the
focus of the communication.
X
Crop closely to create a
cleaner more graphic image.
Choose crops that aid communication. Choose crops that show the image context in full.
Choose interesting focal points that aid meaning.
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03 Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03
Lorem ipsum dolor est
us the sit vamet quit just
pallentisque vehicula ar
augue urna at nisl neqe.
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse
ctetur adipiscing elit. Quisque pelle
ntesque vehicula augue eget volutpat.
Ut ut nisl at urna convallis auctor.
Fusce ultricies varius ligula quis.
Praesent consectetur ullamcorper ero
snon tempor nibh congue ut. Donec
ut odio ut turpis iaculis laoreet sed
quis metus.
Fusce ultricies varius ligula quis
congue. Praesent consectetur
ullamcorper eros, non tempor nibh
congue ut. Donec ut odio ut turpis
iaculis laoreet sed quis metus.
Donec et euismod est. Lorem ipsum
dolor sit amet, consectetur adipiscing
elit. Donec nec turpis at turpis
tristique convallis. Maecenas id arcu
eget est fermentum iaculis. Vivamus
volutpat faucibus erat.
Quisque pelle ntesque vehicula
augue eget volutpat. Ut ut nisl at urna
convallis auctor. Fusce ultricies varius
ligula quis.
02 03 Dive in
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus. ristique convallis. Maecenas id arcu eget est
fermentum iaculis. Vivamus volutpat faucibus erat.
Fusce ultricies varius ligula quis congue. Praesent consectetur ullamcor-
per eros, non tempor nibh congue ut. Donec ut odio ut turpis iaculis
laoreet sed quis metus.
Donec et euismod est. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec nec turpis at turpis tristique convallis. Maecenas
id arcu eget est fermentum iaculis. Vivamus volutpat faucibus erat.
.
Go to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Passion for
the Games
Go to london2012.com to get inspired
Passion for the Games
Go to london2012.com to get inspired
Let’s
go
london2012.com
Let’s go
london2012.comGo to london2012.com
Lorem Ipsumus
Lorem ipsum dolor sit amet, conse ctetur adiscing elit.
Quisque pelle ntesque vehila augue eget volutpat
Ut ut nisl at urna convallis auctor usce ultricies varius
lorem ipsum dolor esquet ligula quis
Praesent consectetur ullamcorper ero snon tempor nibh
congue ut. Donec ut odio ut turpis iaculis laoreet sed.
Passion for
the Games
Go to london2012.com to get inspired
Passion for
the Games
Go to london2012.com to get inspired
Let’s
go
london2012.com
Let’s
go
london2012.com
Get into it
london2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
Get into it
London2012.com
nsectetur ullamcorper eros, non tempor nibh congue ut. Donec ut odio
utturpis iaculis laoreet sed quis metus. Frutristique convallis aecenas id arcu
eget est fermentum iaculis. Vivamus volutpat faucibus eratnsectetur
ullamcorper eros, non tempor nibh congue ut. Donec ut odio utturpis iaculis
laoreet sed quis metus.
104 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
Tips for cropping
Example shown for illustrative purposes only.
Crop of image is too small
resulting in unbalance
X
Don’t crop so closely that
other elements create clutter.
X
Don’t crop too closely so that
detail and context is lost.
X
Ensure that images are not
rotated to unrealistic angles.
X
Don’t crop parts
of faces out
X
Too much detail distracts the
focus of the communication.
X
Crop closely to create a
cleaner more graphic image.
Choose crops that aid communication. Choose crops that show the image context in full.
Choose interesting focal points that aid meaning.
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex105
Tone of voice
Tone of voice
106 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
The style of our communication is made up of five key
considerations:
1. Athletic in feel
Our communications have an energetic pace and movement.
Keep it short and punchy, never slow or plodding. Use simple
language with a varying tempo.
2. Inspiring
We aim to motivate others. To encourage people to take part, to
join in, at times including a call-to-action or a challenge to do more.
We always talk passionately so we fill others with inspiration.
3. Open to everyone
This is everyone’s Games. So our communication must be
accessible, inclusive and understandable. It must never alienate
or discriminate. So we keep it clear and simple and jargon free,
using clear, straightforward language.
4. Real and personal
We don’t want to sound like a corporation. We want our
communication to feel real – human and personal, like a
knowledgeable friend talking to you, encouraging you and
supporting you.
5. Completely credible
We tell it like it is. Always credible. Speaking factually, backed up by
real information, genuine substance; avoid hype and exaggeration.
Sometimes we can’t be all these things. We turn up, or down,
the elements of our voice in different situations:
––A planning application would focus on being completely
credible but the title could be more emotive.
––When we are communicating with the public we will turn
up the emotional elements of our voice: athletic and inspired,
and open to everyone.
If we bear these elements in mind when writing we will ensure our
copy and ‘our voice’ consistently feel like London 2012.
How we sound – considerations
London 2012 Brand Expression: Overview
The style of our communication is made up of five key
considerations:
1. Athletic in feel
Our communications have an energetic pace and movement.
Keep it short and punchy, never slow or plodding. Use simple
language with a varying tempo.
2. Inspiring
We aim to motivate others. To encourage people to take part, to
join in, at times including a call-to-action or a challenge to do more.
We always talk passionately so we fill others with inspiration.
3. Open to everyone
This is everyone’s Games. So our communication must be
accessible, inclusive and understandable. It must never alienate
or discriminate. So we keep it clear and simple and jargon free,
using clear, straightforward language.
4. Real and personal
We don’t want to sound like a corporation. We want our
communication to feel real – human and personal, like a
knowledgeable friend talking to you, encouraging you and
supporting you.
5. Completely credible
We tell it like it is. Always credible. Speaking factually, backed up by
real information, genuine substance; avoid hype and exaggeration.
Sometimes we can’t be all these things. We turn up, or down,
the elements of our voice in different situations:
––A planning application would focus on being completely
credible but the title could be more emotive.
––When we are communicating with the public we will turn
up the emotional elements of our voice: athletic and inspired,
and open to everyone.
If we bear these elements in mind when writing we will ensure our
copy and ‘our voice’ consistently feel like London 2012.
How we sound – considerations
Support our team at london2012.com
Ensuring our
athletes are
poised for
action
all the action
Catch
at london2012.com
Lorem ipsum dolor est us the a sit vamet quit just
pallentisque vehicula araugue urna at nisl neqe.
Go to london2012.com
Support our team at london2012.com
Ensuring our athletes are
poised for
action
all the action
Catch
at london2012.com
Lorem ipsum dolor est us the a sit vamet quit just
pallentisque vehicula araugue urna at nisl neqe.
Go to london2012.com
all the action
Catch
at london2012.com
107 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
How we sound – examples
Ensuring our
athletes are
poised for
action
all the action
Catch
at london2012.com
Lorem ipsum dolor est us the a sit vamet quit just
pallentisque vehicula araugue urna at nisl neqe.
Go to london2012.com
Support our team at london2012.com
Ensuring our athletes are
poised for
action
all the action
Catch
at london2012.com
Lorem ipsum dolor est us the a sit vamet quit just
pallentisque vehicula araugue urna at nisl neqe.
Go to london2012.com
all the action
Catch
at london2012.com
107 Index Print © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010
London 2012 Brand Expression: Overview
How we sound – examples
© The London Organising Committee of the Olympic Games and Paralympic Games Limited 2007April 2010PrintIndex108
For more information or questions about these guidelines,
please contact:
Brand and Marketing Department
The London Organising Committee of the
Olympic Games and Paralympic Games Ltd,
23rd Floor,
One Churchill Place,
Canary Wharf,
London E14 5LN
Telephone +44 (0) 203 2012 000
Fax +44 (0) 203 2012 001
[email protected]
Contact details
For more information or questions about these guidelines,
please contact:
Brand and Marketing Department
The London Organising Committee of the
Olympic Games and Paralympic Games Ltd,
23rd Floor,
One Churchill Place,
Canary Wharf,
London E14 5LN
Telephone +44 (0) 203 2012 000
Fax +44 (0) 203 2012 001
[email protected]
Contact details
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