Parenthesis Design and Marketing Communications Consultancy

In praise of Great British design

In addition to celebrating our Great British sporting talent, the London 2012 Olympics have also proved to be a tour de force for Great British design. Design has played a central role, not only in the branding of the Games, but also in the construction of a world-class Olympic Park, the creation of numerous uniforms and outfits for TeamGB competitors and staff, and the innovation of high-tech equipment.


LOCOG wanted the identity to “extend across every aspect of the Games, from spectator arrival into Heathrow all the way through to the colours and designs of the seats in the venues”. This has undoubtedly been the case, with an astonishing level of detail applied in producing the whole event, to the extent that the plasticine strip on the long jump take-off board even exhibited the London 2012 colours. 

A brand identity that works 

Although the London 2012 brand had its sceptics to begin with, perception towards it seems to have changed. Originally declared “ugly” and “dissonant” by many, more recently commentators seem to have modified their views towards the identity, praising its “energy” “personality” and “eccentricity”, factors that reflect the spirit of London without explicitly referencing clichéd values or landmarks.

“British design has always been renowned in the world,” says Tim Holmes, Managing Director of Parenthesis, “but it’s great that people are finally recognising the value of the original approach taken with the London 2012 logo and branding. The brand should never have been considered in isolation. People would have baulked at the thought of a cobalt blue and fuchsia hockey pitch a few years ago, but now it just works.”

Another controversial aspect of the marketing of the Games has been the LOCOG guidelines.

“As designers working with corporate guidelines we often find that they can leave us feeling very restricted in our creativity, especially when they are as comprehensive as those supplied by LOCOG,” says Martin Bird, Lead Creative at Parenthesis, “However, the dynamic and flexible nature of the London 2012 guidelines and brand means that they have been a real joy to work with.

“They have enabled us to produce LOCOG branded literature for our clients, which allowed us to be creative yet 'on brand'. The detail, thought and effort that have gone into developing this identity is really impressive. The fantastic visual display over the last two weeks, from the signage to the uniforms and the stadium dressing, is testament to the success of great brand development and shows just how impactful and effective good design can be”.

A high performance image  

Indeed, another success for Great British design has been Stella McCartney’s vision for the outfits of the TeamGB athletes and support staff. McCartney had to cater for the individual requirements of all 26 Olympic sports, designing outfits for competition, training, and presentation for a total of 900 athletes.

Performance was a key consideration for McCartney, who used high-tech, lightweight materials in the hope of helping athletes to achieve their very best. After consultation with athletes, McCartney also felt that looking stylish, as well as feeling comfortable and proud to be seen wearing the kit would provide the team with an important psychological advantage.  

The relationship between design and performance in sport is also explored in the current exhibition “Designed to Win” at the London Design Museum. One of the most famous examples referenced in the exhibition is the design of the bikes and equipment used by TeamGB in both road and track races at the Olympics and by Team Sky at the Tour de France.

Former Olympic cyclist, Chris Boardman has spearheaded research and development into design and technology to produce durable, lightweight and aerodynamic equipment that ensures TeamGB can capture even the most marginal of gains on track, an approach which has been vindicated by the dominance of TeamGB cyclists at London 2012.

Living the brand values

Evidence for the far-reaching effect of good design can also be found in the testimonials of volunteers from the London 2012 Games. Many have given interviews in which they state how proud they are to play a part in the event and be seen wearing the Volunteers’ uniform, a mentality which has been influenced by the success of the holistic approach to the London 2012 branding. The central message of the Games “inspire a generation” will surely prove to be a legacy, not only for sport, but also for the wider community and for Great British design.

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