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Last Updated: Tuesday, 5 June 2007, 12:11 GMT 13:11 UK
London 2012 team defend new logo
By Simon Austin

London 2012 logo
Organisers of the 2012 London Olympics have defended their new logo following widespread public criticism.

The jagged emblem, based on the date 2012, was unveiled on Monday and has sparked a huge response.

An online petition calling for it to be scrapped has more than 25,000 signatures and over 3,200 messages have been posted on the BBC Sport website.

But a London 2012 spokesman told BBC Sport: "The emblem is flexible and will evolve over the next five years."

She added: "Our emblem needs to be modern, bold, flexible and as relevant today as in five years' time.

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"We want our Games to be different. We are hosting them in a different era, in 2012.

"The emblem needs to work across new platforms that reach young people."

The new logo was unveiled by Seb Coe, chairman of the London 2012 organising committee, at London's Roundhouse on Monday.

It was designed by the Wolff Olins agency and cost 400,000.

Lord Coe believes the logo, which will be used for both the Olympic and Paralympic Games, will convey the right message for the Games.

"It won't be to be everybody's taste immediately, but it's a brand that we genuinely believe can be hard working... and reach out and engage young people, which is our challenge is over the next five years," he told BBC Sport.

"It's not a logo, it's a brand that will take us forward for the next five years."

Organisers hope the brand will boost the marketing push to raise 2bn to stage the Games and convey the message that London 2012 will be "Everyone's Games".

SEE ALSO
Sport editors' blog
04 Jun 07 |  Sport Homepage
London unveils logo of 2012 Games
04 Jun 07 |  Olympics 2012
'Oh no' logo
05 Jun 07 |  Magazine


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