International Olympic Committee President Jacques Rogge said: "This is a truly innovative brand logo that graphically 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, designed by Wolff Olins, has been targeted at the young people the organisers hope will get involved. It is a deliberate change from previous Olympic logos, which often feature an image from the city. Olympics Minister Tessa Jowell said: "This is an iconic brand that sums up what London 2012 is all about - an inclusive, welcoming and diverse Games that involves the whole country. It takes our values to the world beyond our shores, acting both as an invitation and an inspiration.This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years."
(Not Swanage I know, but a reminder: anyone got any ideas how Swanage might be able to benefit from people coming to the Olympics, especially those coming to the sailing in Weymouth?)