Monday, August 01, 2011

BrandTags Express Edition #5 :: London 2012 Olympics

Few days back there were celebrations in Trafalgar Square and couple of other places in London to celebrate the fact that 2012 Olympics are exactly 365 days away.  Soon, thereafter I had a closer look at the London 2012 logo which has been appreciated and criticized equally. Here is the logo :

London 2012 Olympics Logo
2012 Olympics Mascot
Olympic 2012 Medals
The logo spots the year 2012 along with the London in the first "2" and the five familiar rings of Olympic in the "0". The mascot for the games are Wenlock and Mandeville. The characters are named after the small town of Much Wenlock in Shropshire - which hosted a precursor to the modern Olympic Games in the 19th Century - and the birthplace of the Paralympic Games, Stoke Mandeville hospital in Buckinghamshire.

Also few days back the Medals were unveiled for the games. Designed by British artist David Watkins, the circular form of the medal is a metaphor for the world. The front of the medal always depicts the same image of the Greek goddess of victory, Nike, stepping out of the Pantheon to arrive in the host city. 

The design for the reverse features five symbolic elements: 
  1. Curved background implies the amphitheatre.
  2. The core emblem a metaphor for the modern City
  3. The grid suggests both a pulling together and a sense of outreach – an image of radiating energy that represents the athletes' efforts. 
  4. The River Thames in the background is a symbol for London and also suggests a fluttering baroque ribbon, adding a sense of celebration. 
  5. The square is the final balancing motif of the design, opposing the overall circularity of the design, emphasising its focus on the centre and reinforcing the sense of 'place' as in a map inset.