New Olympic Logo Gives Brits Fits

By: CBS News
By: CBS News

Londoners expressed unfavorable immediate reaction on Tuesday to the new jigsaw-style logo unveiled this week by Olympic organizers for the 2012 Summer Games.

The four block-style jagged pieces combine to form the numbers 2012 in a variety of pink, blue, green and orange colours and are designed to appeal to young people.

In a stark departure from logos at previous games, there is no visual imagery of the host city or country.

"It's too big, it's too bulky, it is not simple enough," one man told AP Television.

Another woman said: "It's not very inspiring, it's not very high quality. It just looks kind of average."

The logo has the word "london" spelled out in lower case letters in the top left half, with the Olympic rings in white in the top right half.

One woman told AP Television she doubted whether the new look would catch on.

"I am trying to understand what it is trying to put across to the world, because obviously the old logo everybody is familiar with, it embodies so much about the history of the Olympic games and things, and I don't know if this is going to catch on in quite the same way," she said.

London organising chief Sebastian Coe said it was important to reach out to young people in a language and technology that is familiar to them.

Coe said the logo, designed by international branding firm Wolff Olins, should not disfranchise older Olympic fans.

London 2012 chief executive Paul Deighton said it cost 400-thousand pounds (796-thousand US dollars) to design the logo.

The logo used during London's successful bid for the games featured a multicoloured ribbon creating an outline of the River Thames woven through the word "London."

The Athens logo in 2004 featured an olive wreath, while Sydney's 2000 logo featured a runner created by boomerangs.

Beijing's 2008 logo features Chinese calligraphy of a runner.

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