The core idea was to use the lines and shards – that the logo emanates, creating a 'burst of energy'.– Whether it be the entire field of play, with the seating becoming a huge graphic, or simply surrounding the Olympic rings with the burst, printed on a coral on the field of play.

The grid was used in a flexible and dynamic way, creating shard patterns and textures that radiate from a central focal point. The joy of the graphic device was that it could be adapted across lots of different spaces and places yet remain clearly recognisable and consistent. This meant we could tell a single design story, from the seating bowl designs to the patterning on the concourse.

The ensuing look was provocative, unexpected, distinctive and bursting with life. It captured the youthful spirit of London and the energy of the Games. The core look evolved to create separate but related identities for each of main sub brands that were a vital part of the London 2012 experience, such as Games Makers, the Get Set programme, Torch Relay and London 2012 Festival. Each had to remain true to the core spirit of the Games but develop a distinct take on it.

The success of the LONDON 2012 OLYMPIC & PARALYMPIC GAMES 'LOOK'

SAYS IT ALL... We felt it INSPIRED A NATION & THE WORLD!