---
title: "Launching the new London 2012 brand"
url: https://www.simonwakeman.com/blog/2007/05/31/launching-the-new-london-2012-brand/
description: "Consultant and fractional COO for scale-up businesses. I help founders, leaders and investors in scaling businesses create sustainably high performing organisations."
published: 2007-05-31T20:43:57+00:00
modified: 2026-04-11T16:25:17+00:00
author: Simon Wakeman
---
# Launching the new London 2012 brand

## Launching the new London 2012 brand

On Monday the new brand for the [London 2012 Olympics and Paralympics](http://main.london2012.com/en/) will be unveiled.  
The brand identity for an event as significant as the Olympics plays an important role in setting the tone for the run-up to the games, the event itself and the legacy that persists afterwards.  
![Olympic logos - courtesy of Ben Mautner](https://www.simonwakeman.com/wp-content/uploads/2007/05/olympic-logos.gif)  
The London games are meant to be all about

> staging an inspirational Games that capture the imagination of young people around the world and leave a lasting legacy.

It’ll be interesting to see what the new London 2012 brand is, and see how the aspirations and values of the games translate into the brand itself.  
The grand unveiling is at 11am on Monday in London. It’s an invited audience only but, thanks to [Simon Collister](http://simoncollister.typepad.com/simonsays/) at [Edelman](http://www.edelman.co.uk/), I’m lucky enough to be going along.  
If you want to be among the first people to see the brand as it’s unveiled, you can register now for instant access on the web as soon as the brand is unveiled at 11am on Monday. To register just head over to [www.london2012.com](http://www.london2012.com/) and enter your email address right now.  
\*\*  
Update: posts from the launch [here](https://www.simonwakeman.com/2007/06/04/so-here-it-is-the-new-london-2012-logo/) and [here](https://www.simonwakeman.com/2007/06/04/first-thoughts-on-the-new-london-2012-brand/), and further analysis [here](https://www.simonwakeman.com/2007/06/04/london-2012-brand-launch-the-aftermath/).\*\*  
Image credit: [http://www.benmautner.com/widerangle/2005/07/olympic-logos.html](http://www.benmautner.com/widerangle/2005/07/olympic-logos.html)