Skip to main contentAccess keys helpA-Z index

[an error occurred while processing this directive]
watch listen BBC Sport BBC Sport
Low graphics|Help
Last Updated: Thursday, 7 June 2007, 12:47 GMT 13:47 UK
Olympic logo 'represents London'

By Giles Long

London 2012 logo
The new logo has attracted plenty of criticism

Controversy has surrounded London's 2012 Olympic brand since its high-profile launch earlier this week.

The jagged logo has attracted widespread criticism, with 50,000 people signing an online petition calling for it to be scrapped.

London's mayor, Ken Livingstone, called it a "catastrophic mistake" that sections of the launch video were found to trigger epileptic seizures.

And MPs have signed a series of motions in the House of Commons calling for a rethink on the design.

Some experts have even criticised the branding as "patronising" to youngsters, but one member of that key audience disagrees.

Ashley Mitchell is one of the Waltham Forest Youth Ambassadors, an initiative set up by the East London local council which has had an input into Olympic and Paralympic developments.

According to the 17-year-old, the 2012 logo represents everything that is good about living in London.

My friends all quite like it - they feel its something for them, something for their area

Ashley Mitchell

"It's a big metaphor for me, the way that it changes colour," he told BBC Sport.

"It represents the dynamism of London as the world sees it, always changing and always vibrant.

"I think people weren't expecting it and so their reaction was negative. But I think it's great that it changes, when people see that I think they'll come round.

"I was inspired by the Games anyway, I'll be proud to wear it and it really identifies with the area that I live in."

The logo was designed by the Wolff Ollins agency at a cost of 400,000 and despite widespread criticism, opponents have accepted it is here to stay.

London 2012 organising committee chairman Lord Coe said the brand would attempt to "reach out to young people around the world".


According to Mitchell, that sentiment has been echoed amongst his peers.

"I can't think of any logo that everyone likes, perhaps people need to concentrate on all the good things the Games will bring," he said.

"My friends all quite like it. They feel its something for them, something for their area.

"I think it's important that the logo is the same for the Olympics and the Paralympics because that's what London is all about.

"London is inclusive and it doesn't matter about your age, race or if you have a disability."

"The Olympics and Paralympics are for everyone in the UK and the first people to engage are the locals."

London unveils logo of 2012 Games
04 Jun 07 |  Olympics 2012
London 2012 team defend new logo
05 Jun 07 |  Olympics 2012
Your alternative Olympic logos
04 Jun 07 |  In Pictures
Sign of things to come
02 May 07 |  Olympics 2012


The BBC is not responsible for the content of external internet sites

Daily and weekly e-mails | Mobiles | Desktop Tools | News Feeds | Interactive Television | Downloads
Sport Homepage | Football | Cricket | Rugby Union | Rugby League | Tennis | Golf | Motorsport | Boxing | Athletics | Snooker | Horse Racing | Cycling | Disability sport | Olympics 2012 | Sport Relief | Other sport...

Help | Privacy & Cookies Policy | News sources | About the BBC | Contact us