Part of the London 2012 Campaign Rebrand [See Posters]
I decided to revamp and rebrand the current logo for the London Olympics 2012, based primarily on taste of the current one. I wanted to overhaul the current one so that it related much more to British culture.
Using research based around the origins of the Lions on the England crest, I used these traditional ideas to create a modern contemporary logo that consisted of all the three lions heads, from both the front and side compositions, and gave each one reference to British culture; Pride, Strength, Glory. I felt the logo needed to appeal to the younger generation (much like the current), so I gave the logo the aesthetic look of being ‘urban’ in a tribal format.
I decided to revamp and rebrand the current logo for the London Olympics 2012, based primarily on taste of the current one. I wanted to overhaul the current one so that it related much more to British culture.
Using research based around the origins of the Lions on the England crest, I used these traditional ideas to create a modern contemporary logo that consisted of all the three lions heads, from both the front and side compositions, and gave each one reference to British culture; Pride, Strength, Glory. I felt the logo needed to appeal to the younger generation (much like the current), so I gave the logo the aesthetic look of being ‘urban’ in a tribal format.
[Below] Close up of Typography, crafted with use of Adobe Illustrator and a Graphics Tablet. The last letter of 'London' the 'n' doubles up as the number '2' in '2012'.
[Below] This is how the inital concepts for my designs looked, the main reason for changing some of the structuce was due to the reason of clarity. As you can see on the design below, the lion's arms on the sides, form the front lion's arms- as seemingly a 'double' effect, making it look like the front lion is jumping out at the audience. Although I liked this idea, I felt that if I was the crop the logo down onto a much smaller scale (as say the bottom left of a poster) it would become aesthetically clogged, and details would easily become less apparent. Thats why it was important to keep the final design simplistic and elegant.
