2012 London Olympic bid logo / pitch

Logo concept

• The five rings that make up the Olympic logo each represent a different continent of the world

• The five rings are combined to form a single graphic logo
• The new logo brings the different continents and people of the world together and represents the diversity and multi culture realism within London
• The logo references a target, a symbol of aspiration and achievement as well as a sport icon in competition
• The logo is powerfully contemporary and communicates the idea of the modernity and diversity in London
• Contemporary / modern / iconic / cool
• The world in one city
• Focus on London
• The centre off attention

The logo