The 2012 London Olympics ID Storm

When Wolff Olins released its identity design for the 2012 Olympics and Paralympic Games, the public reaction was definitely not what the team expected. From a Design Week article: “[W]ithin half an hour, its website crashed. It was just the start of a backlash so extreme that some of its designers had to be rehoused.”


A decade past the controversy, Wolff Olins designers look back at what actually happened. Was it the simply the start of endless social media griping, or was the dissension a moment in time where the general public really started to understand the significance of branding?

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