New Brand Aims to Inspire Everyone to Embrace the Olympic Spirit - and Make 2012 'Everyone's Games'

New Brand Aims to Inspire Everyone to Embrace the Olympic Spirit - and Make 2012 'Everyone's Games'

June 04, 2007

    - New brand and vision revealed for London 2012 Olympic
Games and Paralympic Games

    - With Picture


    LONDON, June 4 /Xinhua-PRNewswire/ -- The new brand and
vision for the London 2012 Olympic Games and Paralympic
Games was launched in London this morning by Sebastian Coe
and a team of London 2012 ambassadors.

    http://www.newscom.com/cgi-bin/prnh/20070604/259665

    The new Olympic emblem is based on the number 2012 -
the year of the Games -- and includes the Olympic Rings,
one of the world's most recognised brands, and the word
'London' -- the world's most diverse city. The same 2012
image, with the Paralympic agitos, symbolises the
Paralympic Games.

    The powerful, modern emblem symbolises the dynamic
Olympic spirit and its inspirational ability to reach out
to people all over the world.

    "London 2012 will be Everyone's Games, everyone's
2012. This is the vision at the very heart of our brand. It
will define the venues we build and the Games we hold and
act as a reminder of our promise to use the Olympic spirit
to inspire everyone and reach out to young people around
the world. It is an invitation to take part and be
involved," said London 2012 Chairman, Sebastian Coe.

    "We will host a Games where everyone is invited to
join in because they are inspired by the Games to either
take part in the many sports, cultural, educational and
community events leading up to 2012 or they will be
inspired to achieve personal goals," he added.

    London 2012 will encourage active participation
involving people in a whole range of Games activities from
community activities and volunteering to sporting and
cultural events. It will inspire young people and connect
them to sport by putting the inspirational values of the
Olympic and Paralympic Games on the school curriculum.
London 2012 will be a Games for a connected world making
the most of exciting new technology to get people closer to
the action they want to see, when, where and how they want
to experience it.

    The new emblem is dynamic, modern and flexible
reflecting a brand savvy world where people, especially
young people, no longer relate to static logos but respond
to a dynamic brand that works with new technology and
across traditional and new media networks.

    It will become London 2012's visual icon, instantly
recognisable amongst all age groups, all around the world.
It will establish the character and identity of the London
2012 Games and what the Games will symbolise nationally and
internationally.

    For the first time for a Host City, the new emblems for
the 2012 Olympic Games and Paralympic Games are based on the
same core shape, reflecting London's commitment to hosting a
truly integrated Paralympic Games.

    Commenting on this milestone event, London 2012
Chairman Sebastian Coe commented:

    " The Olympic Games and Paralympic Games are the
greatest sporting event on earth - but they are about more
than sport. When Baron Pierre de Coubertin founded the
modern Games he saw sport as an integral part of education,
culture and the values of life, and this is still true
today. Our Games in 2012 are for everyone who wants to
engage in sport, and in life. Our vision is for everyone to
be inspired by the Olympic spirit.

    The Games are a competition to find the best athletes
in the world - the Olympic spirit is about all of us
finding the best in ourselves. London 2012 will be
Everyone's Games. There will be more opportunities than
ever before to participate, be inspired by and be part of
2012. Our new emblem is an invitation for people everywhere
to participate, and make this a Games for the whole nation
"

    The launch of the new brand took place at The
Roundhouse in Camden, North London. The new London 2012
film, 'Everyone's 2012' was screened for the first time,
highlighting how the Games are already capturing the
imagination of people around the country, inspiring them to
make positive changes in their lives on the road to 2012.
The film was released simultaneously on the internet to
thousands of bloggers who signed up to a blog-based online
'tease' campaign.

    The new emblem will be the symbol of a nationwide
'pledge' campaign, developing the 'Everyone's Games' theme,
to be launched during the London 2012 Summer Roadshow, which
starts on 15th June in Greenwich, London, and will visit
every nation and region throughout the UK in a ten week
tour.

    The 'pledge' campaign will encourage people to use the
inspiration of the Games to make a positive change to their
lives and challenge themselves, or others, to be inspired by
the Olympic spirit.

    The inspirational nature of the Games was endorsed by
sporting and political leaders. Messages from the Prime
Minister, Opposition leader David Cameron, Leader of the
Liberal Democrats, Sir Menzies Campbell, Olympics Minister
Tessa Jowell, the Mayor of London, Ken Livingstone, and IOC
President Jacque Rogge and IPC President Sir Philip Craven
were aired at the launch, alongside footage capturing the
excitement and enthusiasm of the British public,
celebrating their hopes for their personal dreams, inspired
by London 2012.

    The Prime Minister, Tony Blair, commented:

    "We want London 2012 not just to be about elite
sporting success. When people see the new brand, we want
them to be inspired to make a positive change in their
life. London 2012 will be a great sporting summer but will
also allow Britain to showcase itself to the world."

    IOC President Jacque Rogge commented:

    "This is a truly innovative brand logo that
graphically captures the essence of the London 2012 Olympic
Games - namely to inspire young people around the world
through sport and the Olympic values. Each edition of the
Olympic Games brings its own flavour and touch to what is
now well over a century of modern Olympic history; the
brand launched today by London 2012 is, I believe, an early
indication of the dynamism, modernity and inclusiveness with
which London 2012 will leave its Olympic mark."

    IPC President, Sir Philip Craven commented:

    "The new emblem for London 2012 is youthful and
exciting. The Paralympic Games and the Olympic Games will
have the same generic image. This is a first in the history
of the Games and the Paralympic movement enjoys being
connected with firsts "

    The new London 2012 brand was designed by Wolff Ollins.
The design brief was for an emblem that represented the four
key 'brand pillars' of access, participation, stimulation
and inspiration, culminating in the brand vision of
'Everyone's Games'."

    Olympics Minister Tessa Jowell commented:

    "This is an iconic brand that sums up what London
2012 is all about - an inclusive, welcoming and diverse
Games that involves the whole country. It takes our values
to the world beyond our shores, acting both as an
invitation and an inspiration. This is not just a marketing
logo, but a symbol that will become familiar, instantly
recognisable and associated with our Games in so many ways
during the next five years."

    Mayor of London Ken Livingstone commented:

    'The new Olympic brand draws on what London has become
- the world's most forward looking and international city.
That message of welcome and diversity was one of the main
reasons for London's success in winning the Games. We offer
the world the same exciting message that in 2012 every
athlete, and every visitor, will feel at home in our city.
London has the unique privilege and thrill of staging the
Olympics but we want everyone in the world to also feel
that they are participating in their games.'

    Chairman of the British Olympic Association, Colin
Moynihan commented:

    "Standing alongside the Team GB logo, the new
London 2012 brand represents the passion, inspiration and
achievement which encapsulate Britain's Olympic Ambition.
Together, I have no doubt that they will inspire those
athletes who are aiming to compete as part of Team GB at
the London 2012 Olympic Games, and capture the imagination
of generations of future Olympians."

    The new London 2012 brand has been approved by the
International Olympic Committee.

    The emblem will be available in four colours - pink,
blue, green and orange.

    It replaces London's 'Candidate City' logo which was
established in November 2003.

    The unique new emblem already enjoys legal protection,
offering London 2012 and its sponsors protection from
copying and ambush marketing.




    Note to Editors:

    A picture accompanying this release is available
through the PA Photowire.  It can be viewed at
http://www.mediapoint.press.net or
http://www.prnewswire.co.uk.  It is also available on AP
Archive: http://photoarchive.ap.org (PRN4)

    Find out the latest from London 2012 HQ on our Work in
Progress blog http://blog.london2012.com .
 

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