The brand and vision for the London 2012 Olympic Games and Paralympic Games was launched in London on 4 June 2007 by Sebastian Coe and a team of London 2012 ambassadors. It replaced London’s ‘candidate city’ logo which was established in November 2003.

At the heart of the London 2012 brand is a bold Emblem. The Olympic Emblem is based on the number 2012 – the year of the Games – and includes the Olympic Rings, one of the world’s most recognised brands, and the word ‘London’ – the world's most diverse city. For the first time for a Host City, the Emblems for the Olympic Games and Paralympic Games are based on the same core shape, reflecting London’s commitment to hosting a truly integrated Paralympic Games.

Devised as an integral part of our strategy to encourage access and participation, the Emblem is designed to be co-created and populated. The Emblem serves as a window to present relevant content such as photography, illustration or art. This has enabled commercial sponsors to demonstrate a real partnership by changing the colour or the inside of the Emblem to fit with their corporate colours or specific campaign.

Lines reach out from the shape and angles of the Emblem to create a dynamic geometry that forms the basis of all elements of design for artists, architects, sculptors and graphic designers. The lines represent our invitation to the world to join together and be inspired by the energy of the athletes competing at the London 2012 Games.

The four original colours of the London 2012 identity – pink, blue, green and orange – were inspired by the worlds of media, communications and fashion. The colours were carefully chosen to communicate the spirit of the London 2012 Games: energetic, spirited, bright and youthful.

The motto for London 2012 is 'Inspire a generation', reflecting the promise made when London bid for the Games.