On June 4 2007, the official logo of the 2012 games was revealed as the branding of the event. The brand consultancy Wolff Olins was paid £400,000 for the design . This logo is very flexible, with the ability to incorporate a variety of colors. It's also the first logo in Olympic history be used for both the Olympic games and the Paralympic games, although the color scheme is different.
Originally introduced at the 1948 games in London, Olympic pictograms have become familiar images for spectators, as there is one to symbolize each sport.
The pictograms for London 2012 were created by design studio SomeOne in two versions: the primary 'silhouette' version, and the 'dynamic' version, which aims to bring the pictograms to life and can be used for merchandising, decorations, posters, etc.