London Sport

London Sport needed to upgrade and visually update both its digital and non-digital presence. A distinct, versatile and practical logo suite, font set and colour palette were required. The organisation inherited a positive legacy from Pro active London Partnerships but also from the 2014 Olympics. The full range of ideas shown below make use of the rich visual iconography of both London itself but also of participative sport.

Some of the initial thinking behind the pitch is shown in more detail below the logo and web concepts

Logo theme: Street signs

Logo theme: Sporting achievement and celebration

Logo theme: Heraldic figures

Logo theme: London Transport, The Dome, The Eye

Logo theme development: Athletic figures

Logo theme: Stopwatch, javelin, racetrack

Logo theme: Speed

Supporting web page concepts

Design notes: the thinking behind the visuals

Theme: Sporting emblems and iconography

Runners, athletes
Multiple sporting figure groups
Javelin (combined with heraldic sword?)
Hurdler (Leaping figure) This seems to be a common theme in many County Sports logos, but there’s a good reason for that as it’s a positive dynamic visual summary of sporty, active behaviour without reference to a specific sport
Race finish ribbon
Laurel wreath

Theme: Motion, speed, athleticism – Typography & graphic abstractions

Sports timing & event display: LCD font, digital fonts
Flags (bunting, arenas, corner flags, marker flags – common theme in sport)
Combination of regular and italicised test to denote speed
Racetrack font or graphic device – Eg Mexico Olympics, Question of Sport. A bit dated maybe, but still in play (look at County Durham CSP logo)
Arrows, vectors
Speed blurs, “go faster” stripes, grunge ‘swooshes’ – visual indicators of speed or motion

Theme: National colour:

Red white & blue, red and black: The UK and England are, from a tourists point of view, London. The Union Jack and St. George’s cross are tied in with images of London life. A cliché, but even so, an abstraction might work as a represention of the capital city? Cliches have currency.
Red & Black – (guardsmen, buses, phone boxes, street signs)
Multiple colours and multicultural associations might be explored as an alternative to some of these more well-worn themes. Difficult again but how about the tube map as one starting point? How about something less obvious like street-art typefaces, spray can lettering.

London Transport

London street sign typography
London Underground typography (”Johnston”)
The map itself – interlocking paths. Maybe combine this with a racetrack device?

City of London Heraldry

Greater London has no flag, but there is an heraldic past, tied in to the City of London, and if we allow it to be representative, it has some mileage:
The dragon. Not only useful as a dramatic and distinct brand visual, it could perhaps also operate as an emblem or mascot of London sport in the same way that the lion becomes an emblem for GB Sport and British Paralympics
Shield (with or without St. George’s cross?)
The sword – perhaps combining that with other sporting devices?

London fixtures & fitting

Neo Classicism – columns pillars etc. (classical typography?)
Specific buildings: EG: The Eye, Nelson’s Column, St Paul’s, The Tower, Houses of Parliament, Tower bridge
Streetlamps by the Thames
Bowler hat & umbrella
As above – Guardsmen, buses, phone boxes street signs.
‘Jubilee’ bunting!
The River Thames: A birds-eye view abstraction or part of a simplified skyline – possibly combine this with the idea of the finishing line ribbon
The skyline itself, simplified
Pushing the ‘nation’ idea a bit further- how about the crown?
Lions !

Trafalgar square etc – This is a very common signifier of Britishness (and London) in sport, used across a range of sports, football, athletics, Paralympics, cricket. It’s another cliché maybe but it has currency
Olympic legacy

Direct or abstracted refence to the London Olympic torch or derivative of a relay baton perhaps
Olympic rings – why not make use of the legacy and pinch a couple of Olympic rings – interlocking rings perhaps working with the letter O in the name ?
This isn’t exhaustive and perhaps should explore more modern representation of London but it shows a massive wealth of visual material to draw on.