Few creative directors have been as effective as Todd Simmons at convincing clients to sign off on bold solutions. Wolff Olins's work for the London Olympics was divisive--the firm itself describes the London 2012 logo as "unexpectedly dissonant"--but unquestionably attention getting. Simmons and his team have also done notable work for a host of companies, including PricewaterhouseCoopers, Google, and Current TV.
We were very sensitive about being too American about it. You're talking about people's pride and we didn't want to be too rah-rah-rah about the issue. What people do with their lives is very sensitive subject. We didn't want to make a spectacle of that. We just wanted to be very frank, very clear, and very clean.»