"The new design, which cost £400,000, has received a mixed response, but Lord Coe was adamant it put across the image and message that he wanted the London Games to deliver to the world. "It's not a logo, it's a brand that will take us forward for the next five years," he told BBC Five Live.
International Olympic Committee President Jacques Rogge said: "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."
The brand, designed by Wolff Ollins, has been targeted at the young people the organisers hope will get involved.
It is a deliberate change from previous Olympic logos, which often feature an image from the city.
London Mayor Ken Livingstone added: "The new Olympic brand draws on what London has become - the world's most forward-looking and international city." Source
Now an experience of the brand found in youtube:
