Say what you will about London’s Olympic logo–and many people have said, and are still saying, many, many things–it is nothing if not memorable. International branding consultancy Wolff Olins was no stranger to Olympic identities, having created the mark for the 2004 games in Athens. In 2006, the firm won the London logo and branding bid with their power-to-the-people style pitch, which focused on social and cultural aspects of the games and beyond in an attempt to broaden the event’s reach and appeal. When the famously staccato symbol was unveiled almost six years ago, however, the response was resoundingly critical.

Why was the world, design and otherwise, so worked up? Chairman Brian Boylan and Ije Nwokorie, managing director at Wolff Olins London, talked with Co.Design about embracing the inherent dissonance of the host city, and the strategy behind their effort.

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