London 2012

So, Sebastian Coe and "London 2012 ambassadors" launched this "new brand and vision" today. Awful, isn't it? The promo video is even worse.

I didn't realise that the Olympic spirit could be symbolised in such a shockingly ugly way. I dunno who designed it, but who ever signed off on this LDN LYMPX 2012 text message, piece-of-shit logo is a fucking moron.

This is what the media release tells us (when did these things stop being call press releases? is that re-branding, too?):

The new emblem is dynamic, modern and flexible reflecting a brand savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand that works with new technology and across traditional and new media networks.

Yeh, grandad! Static logos are for LOSERS! And since when did "brand savvy" become the Olympic ideal? I always kinda liked the idea of people coming together to run races and throw javelins with each other.

Best quote of all comes from Tony Blair:

When people see the new brand, we want them to be inspired to make a positive change in their life.

Fuck. Off. You. Sanctimonious. Cunt.

I need a lie down.