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The jagged emblem for London’s 2012 Olympic Games has sparked a huge response; and it aint all good. Virtually every other Olympic logo has featured a city skyline and the rings, this one is based solely on the number 2012. Resembling a cross between graffiti and a jigsaw puzzle that the Klaxons concocted, critics of the emblem have described it as "hideous", while organisers call it "powerful and modern”.
The logo, which cost almost $1 million to create (n.b. the Nike ‘swoosh’ was designed by a student for only $35), is geared towards catching the attention of 'young' people. But with everything about youth culture - from fashion to bands to new technology -coming and going so quickly, how will the brand last the five years from now until the games without looking ‘vintage’?