NYC2012: An exuberant bid for the Olympic Games

New: Brandmark for New York City's bid to host the 2012 Summer Olympics

Launched: April 5, 2004

Story in brief:
We've stretched our definition of corporate brands to include NYC2012, because it's so fresh and fun. The launch of its logo gives the enterprise new weight, presence and passion.

Credits:
CEO - Daniel Doctoroff, NYC2012 Founder (and Deputy Mayor for Economic Development and Rebuilding for the City of New York)
Logo - Designer Bill Darling of Ogilvy & Mather's Brand Integration Group.

First Impressions:
It is confident, exuberant and loaded with emotion, linking "the achievement of the Olympic athlete with the dreams of freedom embodied by the Statue of Liberty" in a universal gesture of victory...
and of "rebuilding."

It will surely help the cause.

Postscript:
Nice try, New York, and congratulations London.

Logically, I guess we should congratulate Kino Design, "winners of a contest which attracted 1,100 entries; their logo features a multi-coloured ribbon following the course of the River Thames and weaving through the words 'London 2012'."

But it's hard.