Really?!

According to the IOC president Jacque Rogge it's "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."

Seriously?

While Tony Blair reckons "when people see the new brand, we want them to be inspired to make a positive change in their life."

Really? And this is going to do that? This is going to 'inspire' the masses?

Reportedly costing £400,000 to 'develop' one London 2012 spokeswomen claimed "it has a movement to it and it will evolve and change" - so hopefully if may yet 'evolve and change (completely?) into something else!

Mind you perhaps the logo accurately represents Stratford at the moment - a place of evolution and change (glorified building site would work just as well!). Work is well underway, but you still need a furtive imagination to envision the Olympic stadium rising from where this elegant electricity pillon currently resides!