The Olympic medals have been unveiled, designed by famous jeweller David Watkins they are considerably better received than when the logos where released. Although branding experts quick to rubbish the medals, at F7 we love them.
The front of each medal carries the same imagery as at every summer games: the Greek goddess of victory, Nike, stepping out of the Parthenon to arrive in the host city.
The reverse of each medal carries a bespoke design featuring, the River Thames, a symbol of London that also 'suggests a fluttering baroque ribbon'. The square on the medal 'reinforces the sense of place, as in a map inset'.
Finally, all ribbons will be coloured royal purple in the year of the Queen's diamond jubilee.
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