London 2012 Olympic &
Paralympic Games Look

In 2009 while Global ECD at FutureBrand, I was approached by McCann Worldgroup to support their tender for the London 2012 Olympics and Paralympics games ‘Look’.

The bid was successful and FutureBrand, as part of McCann Worldgroup, became the official marketing services provider for London 2012 Olympic & Paralympic Games.

The Financial Times called this “the biggest assignment in the history of UK marketing”.

Having inherited the basic London 2012 identity elements, logo, colours and font, FutureBrand’s role was to help create a compelling brand strategy and kit of parts, 'The Look’ of London 2012. This included the gamestime look for both Olympic and Paralympic Games as well as the overall London 2012 and City look. There was also the task of managing and engaging 54 stakeholders and multiple government agencies, an extremely complex process in itself.

Our solution was to make the complex simple, creating one theme and one ‘Look’ for London 2012.

Working with LOCOG and McCann Worldgroup, FutureBrand co-created a powerful brand strategy and promise which lead to a singular creative idea that underpinned and informed all work from 2010 through to the delivery of the Games.

Our team developed an identity system that could work across every touchpoint and every campaign; from signage, interior dressing, street dressing, ticket design, medal ribbons, the cars that would ferry athletes around, to advertising and the park itself; essentially every physical and digital touchpoint that spectators, sponsors, officials, the media and athletes would come into contact with during the course of London 2012, both in London and across the UK. And for the first time in Olympic history ‘One Look’ was created to work for both the Olympics and Paralympics as well as the city and rest of the UK.

FutureBrand London