Procter & Gamble Design & Branding OLYMPICS by Landor New York


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Gerhard Koenderink
Creative Director Dan Reynolds
Designer Jeff Maurer, Lauren Yusko
Released January 2012

Credits & Description

Category: Consumer Products
Advertiser: PROCTER & GAMBLE
Global Design Officer: Phil Duncan (P&G)
Executive Creative Director: Gerhard Koenderink (Landor)
Associate Design Director: Joe Napier (Landor)
Executive Client Director: Noelle Flood (Landor)
Creative Director: Dan Reynolds (Landor)
Associate Director Print And Resource Services: Eileen Pieczonka (Landor)
Senior Client Manager: Mara Mccormick (Landor)
Media Designer: Chris Vogel (Landor)
Designer: Jeff Maurer (Landor)
Associate Design Director: Daniel Seol (Landor)
Associate Design Director: Adam Waugh (Landor)
Designer: Lauren Yusko (Landor)
: Peter Roman
Media placement: Visual Identity - Global Marketing Tools - January 1, 2012

Describe the brief from the client
Procter & Gamble brings beloved brands to consumers around the world - including some of the world’s most well-known household names like Tide, Crest and Pampers. In 2012, P&G will, for the first time, be an official Worldwide Sponsor of the Olympic Games. The campaign will feature 30 of P&G’s global brands and will come to life in every region around the world, and across all touch points.

Describe the challenges and key objectives
Our challenge was to create an ownable visual identity system that would:
•Be consistent with P&G’s Corporate Equity
•Be a unifying element across 30 different brands
•Pay homage to the Olympic host city, London
•Work across all of the various touch points including packaging, in-store, digital and TV
•Be flexible enough to work in every region of the world
•Celebrate P&G’s sponsorship of the games

Describe how you arrived at the final design
The iconic graphic system was inspired by London, the host city for the 2012 Olympics, and the world famous metro lines of the London Tube. It represents the journey to the Olympics – from the journey of the athlete striving for gold to the journey of the mothers and families who support them along the way. The primary logo is made from ribbons and resembles an Olympic medal, the ultimate recognition at the Olympic Games.

Give some indication of how successful the outcome was in the market
The system can come to life in various brand or country colours, thus allowing flexibility. The system is dynamic, bold and flexible enough to work in every region of the world.