This project is a rebrand of the London 2012 Olympics. The logo, posters, flags, and web home page are a few of the elements that would become a part of an entire brand system. The driving concepts influencing the visual outcome for these pieces are aspiration and destination. Aspiration being the dream of the Olympics and the hope and unity that it brings. Destination relates to London as a geographical location and the goal of making it to such a monumental event.