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London 2012 Look of the Games

We implemented a global brand fit for broadcasting London to the world showcasing all 192 Olympic competition, training and non-competition locations with one consistent, coherent visual look

Project Overview

The scale of the project was huge. We scoped, produced and installed every single piece of Look & Wayfinding across nationwide venues. This was the largest event branding exercise ever undertaken in the UK with 809 km of bunting, 16,901 lamp post banners, 130km of fence scrim and 11,000 wayfinding signs. If you see any one of the millions of images captured during London 2012, we can boast “CSM Live did that” about the vibrant piece of branding undoubtedly in the shot.

As winning contractor, we were also the sole supplier of Look and City Dressing to the whole of the UK and, unsurprisingly, our wider range of services were also in demand from a number of other clients who required brand activation around London 2012. Consequently we delivered several other major projects that were connected to the Olympics, including Sochi consultancy work, Commonwealth Games, ongoing work in the Olympic Park (LLDC) and an assist with FIFA.



We worked according to LOCOG’s sustainability pledges, including a PVC-free Games, and the Look budget for which we refined costs constantly by negotiating exclusive material rates with about 20 suppliers to guarantee best value for money to our client.

From the outset the project relied heavily on Quest, our bespoke project management system, which is capable of tracking, ordering, costing and managing artwork for the 413,284 assets required to dress an Olympics.

Case study statistics

  • 700

    Successful amendments to the scope

    during the Olympic and Paralympic period

  • 8,000

    Barrier jackets

    across 26 different sports

  • 20,000

    Decals featuring the Olympic Rings

    or the mascot and event title

Want to know more?

If you would like more information please get in touch with us.