First 2012 project for to the point
To the point won a tender to design the identity and guidelines for the organisation responsible for the distribution of allocated Lottery money to help fund the London 2012 Olympic and Paralympic Games and their legacy.
The Olympic Lottery Distributor (OLD) is an efficient, lean and value-for-money organisation taking the right decisions against consistent criteria, with real transparency, to deliver the greatest legacy return on lottery players’ money through timely funding of projects / facilities which are fit for purpose. An identity and easy to use guidelines were required to ensure consistent brand communications across all media to express the founding principle of “Supporting a lasting Olympic legacy with your National Lottery Money”.
What does the 'OLD' logo mean?
To the point spent time creating a distinct visual image that would capture the essence of OLD's work.
- The name provides a clear reference to the principal activities.
- The sans serif type we used for the logo represents the modern and forward
thinking approach of the organisation.
- The ‘ribbon’ graphic is a flexible creative
element representing the energy and enthusiasm that will go into their
work. It can be seen as representing the winning line, success, a celebratory
streamer, positive energy and even continuous process.
- The colour green was chosen as it represents growth, harmony and stability as well as the obvious environmental associations. It is a colour that can be used to suggest endurance, reflecting the legacy aspect of the work OLD will enable.
Simon Hutton, managing director at to the point says " We were excited and focused on achieving a value for money approach that still reflected the energy, enthusiasm and legacy of the work OLD will undertake and that potentially will have a far reaching effect well beyond the games themselves.”
For more information about OLD visit: http://www.olympiclotterydistributor.org.uk
Alternatively contact Simon Hutton on 0207 378 6999
