Carl Christopher Fisk has created the entire fictional branding identity package for London Olympics 2012 based on extensive research.
Concentrating on patriotism, competition and team work, Carl Christopher Fisk came up with a logo symbolizing the coming together of all people. The color selection of red and blue represents the hosting city of London.
The logo design is an abstract illustration of eight people (eight pairs of legs) coming together. All points meet at the center of the logo, which represents London as the hosting city for Olympics.
Carl Christopher Fisk went as far as taking into consideration that this is the third time the games are taking place in London and translated that aspect into the triangular nature of the legs on the logo and throughout.
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