The evolution of a legend

After the glories of 2012, Queen Elizabeth Olympic Park redefines itself.

The London 2012 Olympics and Paralympics left an indelible mark on Stratford in East London. Since the games ended, the Olympic Park has continued its association with sport while also becoming recognised as a world-class venue for activities and performance artists. More recently though, the area has embarked on the next, more complex and far-reaching phase of its evolution.

Stratford has a long history as a commercial, residential and manufacturing centre. Galvanised by its Olympic and Paralympic heritage and a major target for inward investment, it stands ready to reshape itself once again, and the capital with it.

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Creating a multi-faceted brand identity

Our job was to develop and express a clear, motivating brand identity for the Park – one that would reflect its ambitions and help drive them to fruition.

A central challenge was to balance the area’s public and commercial imperatives with the aspirations of the local community. As well as remaining a top visitor destination, the Park seeks to become an attractive and affordable place to live, work and do business, as well as a centre for innovation, culture and sustainability.

So, we devised a schedule of in-depth workshops and one-to-one interviews with Queen Elizabeth Olympic Park and external stakeholders, as well as influencers like the London Legacy Development Corporation (LLDC). The aim? To explore the formative questions “Who are we?” and “Why are we here?” to give focus and expression to the brand. 


“Inspiring Every Day”

The result was a powerful and compelling brand essence, embodied by four key values: vibrant, imaginative, visionary and inspiring. From this core vision, our team created an array of communications and a comprehensive, future-focused set of brand guidelines to govern all aspects of communication, from visual identity to tone of voice.

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As it embarks on the next phase of its journey, Queen Elizabeth Olympic Park has a clear sense of what it stands for, and where it’s headed.

The successful completion of the project, together with our understanding of LLDC, helped us in securing the re-branding of one of the Park’s most prestigious venues – The London Stadium.

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