London 2012 Chairman, Sebastian Coe, launched the brand and vision for the 2012 Olympic Games and Paralympic Games on 4 June.

　　London 2012 Chairman, Sebastian Coe, and pop star, Jamelia, at the London 2012 brand launch in Camden, London (c) Getty Images

　　The new emblem is based on the number 2012 – the year the Games take place – and includes the Olympic rings and the word “London”. For the first time, the same image will also be used to symbolise the Paralympic Games.

　　Everyone’s Games

　　The jagged emblem – which was designed to symbolise the dynamic Olympic spirit – comes in a number of shades of pink, blue, green and orange and will replace London’s ‘Candidate City’ logo which was established in November 2003. It is expected to evolve in the run-up to the Games. Lord Coe said:

　　“London 2012 will be Everyone’s Games, everyone’s 2012. This is the vision at the very heart of our brand. It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.”

　　Dynamic, modern and flexible

　　The new logo is dynamic, modern and flexible and has been designed to reflect people’s desire to see a brand that works with new technology and across both traditional and new media networks.

　　It is expected to become synonymous with the London Games, and by the time the Olympics kick off in 2012, should be instantly recognisable among all age groups around the world.

　　A nationwide pledge campaign

　　The logo’s first real exposure will come as the symbol of a nationwide ‘pledge’ campaign, developing the theme of Everyone’s Games this summer.

　　The campaign will be launched during the London 2012 Summer Roadshow, which starts on 15 June in Greenwich, London and will visit every country and region in the UK on a 10-week tour.

　　It will encourage people to use the inspiration of the Games to make a positive change to their lives and challenge themselves, or others, to be inspired by the Olympic spirit.

　　About more than sport

　　Commenting on the brand launch, Sebastian Coe said, “The Olympic Games and Paralympic Games are the greatest sporting event on earth – but they are about more than sport. When Baron Pierre de Coubertin founded the modern Games he saw sport as an integral part of education, culture and the values of life, and this is still true today.”

　　A truly innovative brand logo

　　International Olympic Committee President, Jacques Rogge, said:

　　“This is a truly innovative brand logo that captures the essence of the London 2012 Olympic Games – namely to inspire young people around the world through sport and the Olympic values… The brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.”　　  (Source: British Consulate-General in Chongqing)