Organisers of the London 2012 Olympics unveiled the games logo on Monday, calling it powerful and modern, although one critic denounced it as "hideous".
The jagged, graffiti-like blow-up of the number 2012 comes in a range of colours including hot pink and electric blue. Its cost has not been revealed.
Organisers said "the powerful, modern emblem symbolises the dynamic Olympic spirit and its inspirational ability to reach out to people all over the world".
"London 2012 will be Everyone's Games, everyone's 2012," said games chairman Sebastian Coe at the launch attended by the host of sporting celebrities such as tennis star Andrew Murray and Chelsea manager Jose Mourinho.
"This is the vision at the very heart of our brand," he added. "It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world."
The logo, designed by brand consultants Wolff Olins, will be used to promote both the Olympic Games and Paralympic Games. The design features the word "London" and the five Olympic rings.
"When people see the new brand, we want them to be inspired to make a positive change in their life," said Prime Minister Tony Blair.
"London 2012 will be a great sporting summer but will also allow Britain to showcase itself to the world."
The new branding also got the thumbs up from Jacques Rogge, president of the International Olympic Committee (IOC).
"This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games, namely to inspire young people around the world through sport and the Olympic values," he said.
However Bob Blackman, the Conservative Party's London Assembly Olympics spokesman was less than impressed.
"Lord Coe has described this logo as 'ambitious, interactive and youth-friendly' -- I would describe it as hideous," he said.
"Questions needed be answered as to how we have ended up in this situation. Was there an open competition to supply the designs? If so, what on Earth do the rejected ones look like.
"We need to know how much money this exercise has cost, because whatever it was, it's been a complete waste of money."
Photograph: Getty Images | Text: Reuters
