Mostly this was due to media restrictions which meant they couldn't explain or show how this logo was going to be used as part of the successful London 2012 games brand and not necessarily in isolation. The 2012 Olympic Games logo by Wolff Olins was universally mocked when released in 2007. 'A logo isn't just the brand' is the most common tip to remember when creating a company's identity. Part of the 'bigger picture' for the use of the Wolff Olins 2012 Olympic Games logo device
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