It's the biggest event in the world, and one of the most recognisable brands. So what goes into designing for the Olympics? We speak to Chris Moody, Chief Design Officer at Wolff Olins, the global brand design studio tasked with designing London's 2012 Olympic identity. Joining him is James Hurst, principle at DesignStudio, who knows a thing or two about designing for sports mega-brands – in 2016, his DesignStudio completed the redesign of the British Premier League identity.