London 2012 Identity in Motion
A fast, music-led identity case film that proves an angular mark through manifesto cards and real-world applications.
By Wolff Olins for London 2012 Olympic GamesRuns 01:09
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Why it works
The mark appears at 0:00 and breaks into a colourful motion world before the first live-action cut at 0:01.72. Across 65 shots, the film repeats one geometry on screens, print, shirts, walls, transport, and events, making the system's range visible. Eight short statement cards punctuate the roughly 56-cuts-per-minute montage, while the final 3.77-second wordmark hold gives it a clean finish.
Films like this
Tagged live actionmotion graphicsbrand identitymanifesto cardsapplication montagegeometric logomusic leddesign case study
