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Client: Thomas Cook
Project: London 2012 Olympic Games bid document
Credit: Produced at 3 fish in a tree

The concept and identity and packaging for the Thomas Cook bid to the London 2012 Organising Committee (LOCOG) to become the official travel partner of the 2012 Olympic Games.

In this submission, we wanted to get across the idea that the Olympic Games is more than just a sporting event – it brings people together, and would bring the nation together in 2012. The visual identity was designed around the concepts of Britishness, togetherness and youthful vitality. The design also needed to have a strong synergy with the London 2012 branding, employing the use of unsymmetrical angular shapes, bright colours and dynamic compositions. The design solution consisted of a mass of arrows converging together to form the British flag.

The construction of the packaging featured a number of intricate techniques – such as hidden magnetic clasps for opening and closing the piece, foil-blocking, die-cutting and double-hit special colours.

Thomas Cook won their bid to become sponsors of the London 2012 Olympic and Paralympic Games, providing a range of short break packages including accommodation, transport and event tickets.

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