Celebrating the majesty of the 2012 Olympics logo

To celebrate the five-year anniversary of the London 2012 Olympics and 10 years since the London 2012 logo design was unveiled (we know, 10 years right), let's revisit designer Joe Stone's opinion piece where he explains why he loves the logo...

It's been mocked and satirised, turned into cubist sexual cartoon imagery and had petitions against it, but Stone believes that the London 2012 Olympics logo design is a fantastic piece of branding that has got everything right.

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Joe Stone is a freelance graphic designer and illustrator.