Design process for 2012 Games logo begins

The London Organising Committee of the Olympic Games (LOCOG) has started the process of designing a logo and identity for the London 2012 Olympic and Paralympic Games. It has appointed agency search and selection company AAR to help select a brand and design agency. The chosen agency will help refine the brand positioning for the London 2012 Games and develop a Games emblem and associated corporate identity. The process, modelled on industry best practice, will begin with a comprehensive search of the UK's leading branding and design agencies to draw up a shortlist. An agency, which will be chosen by February 2006 after a pitch, will conduct a brand positioning exercise looking at all design requirements for the build up to the London Games and the Games themselves. The agency will then develop the Games emblem with a full set of brand guidelines and consider how the emblem - the identifying symbol of the London Games – would work in a variety of different settings. The logo will be launched later in 2006 or early 2007. The London 2012 logo will be in use more prominently after the Beijing Games in 2008 and will be used extensively in the run-up to and the period of the Games themselves. LOCOG chief executive Keith Mills said: β€œThe logo and brand identity of the London Games is hugely important – it is the emblem that everyone will identify with and be used to promote the Games. It needs to be visually attractive, strong and inspirational. The public must easily identify with it and it must be an effective tool for us to raise sponsorship to help fund the Games.” The logo will have a huge variety of usages - at sporting competition venues, dressing across the city, on merchandising and sponsor programmes, vehicles and uniforms and associated corporate hospitality. It will also feature prominently on the official London 2012 mascot, which will be launched after the Beijing Games.

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