Trademarks
The Nine cities submitted bids to host the 2012 Summer Olympics. The Committee shortlisted five, London, Madrid, Moscow, New York City and Paris - from which London eventually prevailed; it will become the first city to host the Olympic Games for a third time. The bidding process for the 2012 Olympics was considered one of the most hotly contested in the history of the IOC. Trademark Design pitched against over 100 design companies from the United Kingdom. We chose to adopt the concept and style of the underground as it was the first underground in the world and will be an integral part of commuting for the Olympics. The Styling lends itself to every aspect of the games as illustrated here. The trademark for the games is in fact the exact route and colour scheme of the underground. Pictograms of the events take on the same "route" of styling. Signs are built from strategic coloured "tubes", this allows for direction recognition and "line" association.
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