London 2012 rebrand
Brief: Choose an existing product or service that has a weak brand identity, that may be seen as ‘naff’ to the general population and find a way through experimentation to make it fresh and desirable again.
Solution: I wanted the new logo to have the same implementational flexibility as the official logo but a more attractive and relevant aesthetic. The final logos were created as dynamic symbols that represent a sense of movement and competition, as well as the cyclical nature of the Olympics. The design also harkens
the English rose and the idea of ‘capturing’ the event, with the logo being adaptable to animation as a shutter device. The six segments of the ‘Aperture Rose’ represent the five participating continents of the Olympics, with an additional section to represent the United Kingdom as the host nation. The colour-scheme can be adapted to purpose for different implementations and to work aesthetically alongside sponsor logos, as well as acting as a frame-device for still or moving image.
Solution: I wanted the new logo to have the same implementational flexibility as the official logo but a more attractive and relevant aesthetic. The final logos were created as dynamic symbols that represent a sense of movement and competition, as well as the cyclical nature of the Olympics. The design also harkens
the English rose and the idea of ‘capturing’ the event, with the logo being adaptable to animation as a shutter device. The six segments of the ‘Aperture Rose’ represent the five participating continents of the Olympics, with an additional section to represent the United Kingdom as the host nation. The colour-scheme can be adapted to purpose for different implementations and to work aesthetically alongside sponsor logos, as well as acting as a frame-device for still or moving image.