It reportedly cost $800K for some artistes to come up with that beauty. Even better, check out the rationale
London 2012 will be everyone’s Games, everyone’s 2012. This is the vision at the very heart of the new London 2012 brand. It will define the venues that are built and the Games that London and the UK will host. The new 2012 emblem will use the Olympic spirit to inspire everyone and reach out to young people. It is an invitation to take part and be involved.
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These will be a Games where everyone is invited to join in. A Games where people are inspired to either take part in the many sports, cultural, educational and community events leading up to 2012 or inspired to achieve personal goals.
It's synchronized swimming for me, mate! Also take a look at the video at the same link which is Kumbaya gag inducing piffle at its worst. The toffs think it's all swell of course:
International Olympic Committee prez Jacques Rogge quickly upped the ante with: "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. Each edition of the Olympic Games brings its own flavour and touch to what is now well over a century of modern Olympic history; 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."
Not to be outdone, Tony Blair weighed in with: "We want London 2012 not just to be about elite sporting success. When people see the new brand, we want them to be inspired to make a positive change in their life. London 2012 will be a great sporting summer but will also allow Britain to showcase itself to the world."
Finally, and evidently well fired up on cetacean mood music, [Olympics Minister Tessa] Jowell flourished: "This is an iconic brand that sums up what London 2012 is all about - an inclusive, welcoming and diverse Games that involves the whole country. It takes our values to the world beyond our shores, acting both as an invitation and an inspiration. 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."
Maybe, but the little people have weighed in with their own suggestions for logos including this one which made it on to the BBC ("The hands represent Britain pulling together to reveal the Olympics") before someone savvy in the ways of the web pulled it.
Then there's this NSFW one (via FSJ) for those that prefer animations.
So do you think the London Olympics Organizers will find a clue? Me neither, since it would warp their worldviews to admit that they don't don't have any.
