The London Olympics Logo
There has been a huge reaction to the launch of the new logo - much of it negative.
The logo for the 2012 Olympics and Paralympics was unveiled in a star-studded ceremony in London in June 2007. The jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games. The word London and the Olympic rings are included in the first two digits of the new logo.
"This is the vision at the very heart of our brand." Seb Coe.