2003–2005 Applicant City
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.
2005–2007 Candidate City
The official logo for the 2012 London Olympic and Paralympic Games were 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 an established economic and social global hub and didn't need to play to host the Olympic Games for exposure. Hence, they didn't want to implement London landmarks like Parliament House or the London Eye in the logo.
The mark was formed by the year's numerals in an abstract fashion mimicking a human-esque form. The top two numerals acted as containers for the city name and the Olympic rings. The whole emblem was introduced in pink, blue, green and orange, with further variants being added over time under the same framework.
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.
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.
The mascots were revealed to the public on May 19, 2010. Wenlock is the Olympic mascot while Mandeville is the Paralympic mascot. They were named after the British towns of Much Wenlock in Shropshire and Stoke Mandeville in Buckinghamshire. (the birthplace of the Paralympic Games) The mascots were popular with British children and they were also starred in short films.