If we don't engage young people..then frankly the project is unsustainable

Some information about the new logo

1. It was commissioned, as a ‘commercial brand’, from Wolff Olins, a leading brand consultant, without anyone looking at their previous work.

   Organisers were dismayed at the avalanche of complaints from firms which are not directly sponsoring the games who are unable to use any ‘official’ symbol like the olympic rings.

   The IOC demanded that special legislation was passed by Parliament, with draconian penalties for infringing the tough copyright rules, to protect the ‘official' brand.

2. Despite £400,000 being spent on the design project, which took nearly a year, they had to explain what it meant and what it was based on. Apparently it has no resemblance to the Nazi SS symbol nor is it a cut up version of the swastika despite the fact that the shapes spell ZION. I am sure that Seb and Co have no lust for power which is being unconsciously expressed.
3. An animated version was rapidly withdrawn from circulation after some people with epilepsy suffered seizures when viewing it.
4. Various media petitions to scrap it are rapidly accumulating tens of thousands of signatures. . The BBC online poll is running at 4 to 1 against it.
5. They are hiding their embarrasment behind their smug claims that any free publicity is good publicity. I thought that the idea was to engender good feelings about the brand. Or do they mean that there is one born every minute

Believing their own hype are:

1. Lord Coe: “… it's a brand that we genuinely believe can be a hard working brand which builds on pretty much everything we said in Singapore about reaching out and engaging young people, which is where our challenge is over the next five years.

   If we don't do that, then frankly the whole project is unsustainable."

2. Tessa Jowell: "This is an iconic brand that sums up what London 2012 is all about.. This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years."
3. Tony Blair: "When people see the new brand, we want them to be inspired to make a positive change in their life."
4. International Olympic Committee President Jacques Rogge: "..the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark."

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