London 2012

What a shocker. This is the result of £400k of branding by consultants – the new brand for the London 2012 Olympics. There’s a site that explains the brand and an accompanying video. According to the site “The new emblem is dynamic, modern and flexible. It will work with new technology and across traditional and new media networks.”

All I know is it hurts my eyes and means sod all to me apart from 4 blocks of annoyingly bright colour. Will we get graffiti artists at the opening ceremony?