The reverse features an abstract design with the 2012 Games emblem at its centre as a metaphor for the modern city. The design also includes a ribbon representing London’s Thames river and an interlocking grid pattern that radiates from the centre and pulls the design together, giving it a sense of outreach while also representing the achievements and efforts of Olympic athletes. A square, which encases the balance of the design, opposes the circular shape of the medals and emphasizes its focus on the centre, reinforcing the sense of ‘place, as in a map inset.
It seems unfair to rank countries on total medals won when some countries have appeared at the Olympic Games many more times. The following list averages the medals won per Olympiad, so the success of countries can be compared more directly. Based on this calculation, the former Soviet Union was most successful country with 112 medals per appearance compared to the US with 93 medals per appearance. The ranking in this table is based on the average total medals per Olympiad, though whether using total golds or total all medals, the list order is essentially the same.