Case Study: London 2012 Olympic Games achieves a unified Olympic brand look with FutureBrand

London 2012 Olympic Games inspires the UK with FutureBrand and sells 20 million ticket applications

The London 2012 Olympic Games engaged FutureBrand to help create a compelling brand strategy and identity system. The challenge was to build upon the existing logo, colors, and font to unify the complex event, which included both the Olympic and Paralympic Games, under a single, powerful theme.

FutureBrand co-created a brand strategy known as the "Golden Thread" and developed a unified 'Look' that worked across all touchpoints. This solution reframed the perception of the Games and inspired a generation. The measurable impact was a huge commercial success, including a record 20 million ticket applications and the most successful volunteer program in Olympic history with 240,000 applicants.

London 2012 Olympic Games