What's the creative legacy of the London 2012 Olympics?

Leading designers, illustrators, creative directors and VFX supervisors reflect on the creative legacy of the London 2012 Olympics.

Who is your favourite creative who you would describe as innately British?

“Like many British children, I grew up on the Roald Dahl books. Although I enjoyed the stories, I was always more fascinated with the superb illustrations created by Quentin Blake. His unmistakable style and ability to communicate so much drama through his images has always be something I enjoyed.” AG

"Dick Hogg. You can never predict him, he may be English but you will never hear any parochialism from his lips. He's always grumpy, nothing is ever good enough and he's always a laugh." AM

“Beatrix Potter, she was quintessentially british and extremely talented.” CP

“Banksy. Love him or hate him, that guy makes his point, makes me laugh and has turned vandalism into his (very successful) craft." JBa

"Everyone is probably going to say Paul Smith, Dyson or Jonathan Ive (who should probably play Q in a future James Bond film). I'd plump for Ian Anderson of The Designers Republic. What I used to love about tDR was their sense of humour, which seemed cheeky and irreverent, and Ian likes pies and swearing, both being quintessentially British." JBu

"There are a few but Alan Fletcher is pretty high on the list. A completely natural talent. a consistent boundary-pusher. Truly amazing work and work ethic. A brilliant sense of humour mixed with razor-sharp wit and intelligence. As a graphic designer, it's hard not be inspired by his legacy." PC

“One of my favourite creatives at the moment is Louise Evans, AKA the Felt Mistress. The craft aspect of her work is very British as we seem to love making things and doing it ourselves. I think Louise is a great example of this and has a very unique way of thinking and working." PF

“I might be sneaky and say JK Rowling because she has inspired millions of people around the world and I often say to my creative department there are almost as many ideas in one of her chapters as a whole D&AD annual. Sneakoscope anyone?” RA

“Spike Milligan, (although technically he was born in, at the time 'British India'). He was a genius and was a massive part of the funniest show of all time. The influence of the Goon Show can still be seen through Monty  Python to the Mighty Boosh." RD

"Jonathan Ive. British born, raised and educated, to this day, he acknowledges the tradition that the UK had of designing and making things and uses this knowledge every day. Although heading the design department of a US company, the fact the UK was the first country to industrialise plays a great role in how he works creatively." SE

“It has to be Thomas Heatherwick. First and foremost he is a good, kind hearted person - which counts for a lot in my world. At the heart of all his work is a quest and yearning and knowledge and creativity. I admire his ability to never limit himself; from retracting bridges, to Routemaster buses to Olympic Cauldrons - he's an inspiration to us all.” SP

“My favourite creative has to be Banksy. His work, which can be political, controversial and intelligent all at the same time, has popularised street art and made it world famous.” SN

“It has to be Christopher Bailey of Burberry, who has embraced British design and creativity and brought digital into the core of their business across retail into music and experiential.” WC

Live art created by Sweaty Eskimo for a Cadbury-sponsored app hackathon in London, which featured judges including Digital Arts editor Neil Bennett

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