Each Olympic Games is represented by a country logo placed on myriad official (and unofficial) branded memorabilia. The ethos behind the logo is to achieve universal appeal by uniting countries whilst reflecting the local cultural identity of the host nation and embodying the Olympic values of Citius, Altius, Fortius, which is Latin for "Faster, Higher, Stronger".
The following logos have been grouped into design archetypes with a specific focus such as shapes, abstraction and geographic. Whilst design trends change, each logo has a specific look relateable to the era. These logos are a reflection of specific design movements, for instance, art deco theme of the Lake Placid logo. Most of the designs displayed incorporate the Olympic rings; some are nationalistic (Moscow and Tokyo) and some are attention-grabbers, which provoke conversation such as the London 2012 Olympics logo.
Los Angeles 1932
Lake Placid 1932
Los Angeles 1984
Lake Placid 1980
Designed by designers at Wolf Folins who also designed the Athens Olympic logo. The logo is designed to work across multiple touchpoints and media platforms. Jacques Rogge, president of the International Olympic Committee, praised it as a "truly innovative brand" that would appeal to young people. The organising committee didn't want a 'corporate' logo but rather a logo design that would stand the test of time, capture the energy of the games and reflect Londoner's perception of their city as a contemporary future-focused global domain.
To understand the design strategy behind the London Olympics logo watch the launch video:
London 2012 / Brand Launch from Universal Everything on Vimeo.
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