As part of McCann Worldgroup, FutureBrand developed the look of ‘London 2012’ and an identity system that worked across every touchpoint. The core idea was to use the lines and shards that the logo emanates, creating a burst of energy. The joy of the graphic device was that it could be adapted across lots of different platforms yet remain clearly recognisable and consistent. This meant we could tell a single design story, from the seating bowl designs to the patterningon the concourse. The ensuing look was provocative, unexpected, distinctive and bursting with life.
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