The new London 2012 brand

I'm not really sure what to think of the recently unveiled new logo for the London 2012 Olympic games. The official view is that "The new emblem is dynamic, modern and flexible". When I first saw it, I thought it looked fractured and chaotic.

To be fair, I suppose its resemblance to a Grimsby Street tag gives it some urban edginess, but the promotional video looks like the opening credits to an eighties children's television show to me. You remember - back when we encouraged children to be active and before we'd sold off all their playing fields to property developers.

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