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. A graphic solution would 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