London 2012 Olympics Wayfinding

Challenge:
For the Olympic Stadium and other key venues, Populous Activate was tasked with creating a wayfinding system that was clear, inclusive, and elegant, while also being visually distinct from the vibrant, colourful 2012 branding. The challenge was to develop a design that worked across various types of venues, provided intuitive navigation, and complemented the architecture without overwhelming the visual experience of the space.


Approach:
Populous Activate approached the wayfinding system with the goal of creating a set of graphic principles that could flexibly adapt to different environments, from large stadiums to smaller Olympic venues. To maintain clarity while adhering to the desired black-and-white aesthetic, the signage system featured C-shaped cross-sections, referencing the structural beams of the venues. The front face of the signs was kept simple with black and white information, while the internal sections of the signage were coloured to match the surrounding glass and materials, ensuring integration with the venue’s architecture.

In addition, a 'shard' shape was incorporated into the edges of the signs, tying back to the 2012 Olympic branding. This distinctive shape, along with 4.2m-high concrete and steel totems and large block numbers placed directly on concrete columns, helped create a bold, identifiable system.

Outcome:
The final system offered a cohesive and elegant wayfinding solution that was both functional and visually striking. By sticking to a black-and-white aesthetic, punctuated with minimal yet effective touches of colour, the system complemented the architecture of the stadiums and venues without competing with the event’s larger, more colourful branding. The result was a set of clear, effective signs that enhanced the visitor experience, helping people navigate large and complex Olympic venues with ease, while remaining subtly integrated into the broader visual identity of the games.