The London 2012 Organising Committee (LOCOG) has revealed what the Olympic venues will look like during the Games later this month, as it unveiled the fully dressed Water Polo Arena.
The Games-time look will be rolled out across all 32 sporting venues and 61 non-competition venues, with a specific colour scheme being for each different venue.
These designs extend across every aspect of the Games, from spectator arrival into Heathrow airport, all the way through to the colours and designs of seats in the venues. The designs have been applied to well over 250,000 individual items, from the tickets and the buttons on the 70,000 Games Maker uniforms, to the design of medals, street dressing and even gardening guides for local authorities.
Vibrant colours have been selected to complement each of the venues – including purple for the Olympic Stadium and other heritage venues, blues for water-based sports such as aquatics, water polo and rowing, and oranges and magenta for indoor and contact sports such as cycling, basketball, weightlifting and boxing.
Over the last three years LOCOG has worked with broadcasters and photographers to ensure the colour schemes and graphics help create a stunning backdrop for the sporting action, as well as taking advantage of new technology such as 3D and HD broadcasts.
The Look of the Games will also extend from the venues across the length and breadth of the UK. Giant sets of Olympic Rings have also been unveiled across the UK, giving local communities a focus point for their Olympic activities and celebrations throughout 2012.
Greg Nugent, Director of Brand, Marketing & Culture at LOCOG said: “Over the last few years we have worked really hard to make sure that we dress up, as a nation, and celebrate the Games. We now have what must be the world’s biggest set of Rings in Richmond Park, banners and bunting in Glasgow and now we turn to finishing the job with our venues. We look forward to creating a stunning backdrop for the worlds’ greatest athletes.”