London 2012 issued a media release following the launch of its new logo Monday for the London 2012 Summer Olympic and Paralympic Games. For the first time the new emblems for the Olympic and Paralympic Games are based on the same core shape, reflecting London’s commitment to hosting a truly integrated Paralympic Games, says the media release.
According to London 2010 the “new brand aims to inspire everyone to embrace the Olympic spirit – and make 2012 ‘Everyone’s Games’”.
Officials say the new emblem is based on the number 2012 – the year of the Games – and includes the Olympic Rings and the word “London” – “the world’s most diverse city”.
London 2012 chairman Sebastian Coe said, “London 2012 will be ‘Everyone’s Games’, everyone’s 2012. This is the vision at the very heart of our brand. 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. It is an invitation to take part and be involved”.
He added, “2012 will be a Games for a connected world making the most of exciting new technology to get people closer to the action they want to see, when, where and how they want to experience it”.
Britain’s Prime Minister Tony Blair said, “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”.
International Olympic Committee President Jacques Rogge called it 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 added, “…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 everyone agrees with London 2012 officials about the logo. An unscientific poll on GamesBids.com’s discussion forum shows that about three quarters of respondents disapprove of the new logo.
