Bidding & Interim (2003–2007)
The logo for London's 2012 Olympic application was unveiled on November 17, 2003 at The Roundhouse in North London. The design created by local agency Kino Design showcases a ribbon in the Olympic colours flowing through the words "London 2012" in the shape of the river Thames.
The official logo for the 2012 London Olympics designed by Wolff Olins at a cost of £400,000 was unveiled at June 4, 2007. Wolff Olins basis for the logo was that London was a city that didn't need an Olympic Games to put it on the map, already being an economic and social global hub. Hence, they didn't want to implement London landmarks like Parliament House or the London Eye in the logo.
The mark is formed by the numerals 2, 0, 1, and 2 again in an abstract fashion mimicking the human form. The numerals acted as containers for the city name and the Olympic rings. The logo was introduced in four colour variants: pink, blue, green and orange. Further variants have been added over time, using the same framework.
The edgy design that broke away from the normal structure of Olympic emblems was a subject of much controversy amongst design communities and the general public. The logo was particularly controversial in Iran where the 2012 type was interpreted as the word "Zion", a term for Jerusalem. The LOCOG denied claims of a pro-Israel conspiracy, but Iran threatened a boycott of the games over the issue. Other accounts noted a British man getting a seizure watching the brand launch video.
- Daily Mail - London unveil shock 2012 logo
- Freelance UK - Public outcry over London 2012 logo
- The Telegraph - London 2012 Olympics: Iran objects to Games logo due to similarity to word 'Zion'
Because of it's unusual design, this is the first instance where the Olympic and Paralympics Games emblem would share an emblem "reflecting London’s commitment to hosting a truly integrated Paralympic Games". As a point of difference, the Paralympic emblem had patterns congruent with the event's brand elements.