A spanking new brand

After its unveiling yesterday, popular opinion has likened the 2012 brand logo to an illustration of an intimate carnal act - what filthy minds the British public have, tut tut. Great, with five years to go the new brand is out in the public domain...It's supposed to appeal to the young, hip "internet generation" (who doesn't use the internet?) - mummy and daddy, however, think it looks like some very "vibrant" polygons doing the dirty...

Religious groups are aghast and have drawn similarities between the new logo and the chunky lightning strikes of the Nazi SS insignia. That's too far into the noir I think, mind you sex and death sells...

The logo has not been public for 24 hours and already 11,000 people have petitioned to scrap it. I don't think they're going to get very far but watch this space...

There is a familiarity to those funky jagged lines...it's the kind of design that can be seen on railway bridges all over the capital. The government spent £400,000 on a piece of grafitti so as to be down with the kids. It's a real mixed bag. The outline is almost likable, as is the incorporation of the rings. However the "London" typeface is awful and the colours make me feel a little queasy.

Nevertheless it grows on you...It works with the promo advert, evoking colour, movement and modernity (and vulgarity). But the static logo, despite its attempt at a cool noughties edge, is naff. After such an expensive design process it looks like something from my year 9 art folder or something drawn in Paint, a bright, irreverant doodle. And I'm no Warhol...a load of kindergardeners could do a better job...Or better still, the £400,000 would have been better spent on a load of kindergardeners...

Lord Coe and co. are staunchly behind the logo, gushing over its "innovative" and "edgy" appearance - it's controversial and they're proud of it. Coe, head of the Games organising committee, explained that, "We weren't going to come to you with a dull or dry corporate logo that would appear on a polo shirt and we're all gardening in it a year's time [sic]." I don't understand..Wouldn't he rather it turned up on polo shirts than not...? I'm not sure I understand this marketing strategy...sell to young people only, no gardeners...?

But you have to hand it to creators Wolff Olins: the logo's bright, ballsy and different. And soon it will be everywhere.