Marketing Report London 2012 - International Olympic Committee

142 Chapter Seven / THE OLYMPIC BRAND
“The torch that carries the Olympic flame during the Olympic
torch relay is one of the most recognisable and significant
symbols of an Olympic Games.”
Seb Coe, Chairman, London 2012 Organising Committee
Olympic Torch
The triangular form of the London 2012 Olympic torch was inspired by the three Olympic values
of excellence, friendship and respect, the three words that make the Olympic motto Ð Citius,
Altius, Fortius Ð and the fact that London has hosted the Olympic Games three times, in 1908,
1948 and 2012.
In another design feature, the 8,000 circles that perforated the 80cm-high torch were created to
represent the inspirational stories of the 8,000 Torchbearers who carried the Olympic torch during the
London 2012 Olympic Torch Relay.
The torch relay itself also featured a strong visual identity, which was an extension of the Games-time
ÔlookÕ, further highlighting the cohesiveness of the London 2012 brand.