'London 2012 will be Everyone's Games, everyone's 2012,'
said London 2012 Chairman, Sebastian COE. 'This is the vision at the very heart of our brand. It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world. It is an invitation to take part and be involved.'
The new emblem is designed to be dynamic, modern and flexible, reflecting a brand-savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand that works with new technology and across traditional and new media networks.
International Olympic Committee (IOC) President Jacque ROGGE said the new logo was in tune with the values of London Olympics, 'This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values. Each edition of the Olympic Games brings its own flavour and touch to what is now well over a century of modern Olympic history; the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.'
The same 2012 image, with the Paralympic agitos, symbolizes the Paralympic Games. For the first time for a Host City, the new emblems for the 2012 Olympic Games and Paralympic Games are based on the same core shape, reflecting London's commitment to hosting a truly integrated Paralympic Games.
International Paralympic Committee (IPC) President, Sir Philip CRAVEN commented, 'The new emblem for London 2012 is youthful and exciting. The Paralympic Games and the Olympic Games will have the same generic image. This is a first in the history of the Games and the Paralympic movement enjoys being connected with firsts.'
The new London 2012 brand was designed by Wolff Ollins. The design brief was for an emblem that represented the four key 'brand pillars' of access, participation, stimulation and inspiration, culminating in the brand vision of 'Everyone's Games'. The emblem will be available in four colours - pink, blue, green and orange. It replaces London's 'Candidate City' logo which was established in November 2003.