New London 2012 Olympic Logo

I'm no expert in branding or marketing. That's why I earn piss-all working for a public body.

However, despite not being an expert, I reckon this is embarrassing, child-like and really rather shit. However much it cost, it was that much too much.

New London 2012 Logo.

What's it meant to be? What was wrong with the rainbow stripes in the same shape as the Thames? I thought that was quite cool.

According to the press-release the new emblem is:

dynamic, evolving in the years between now and 2012

Which basically means they are gonna change the colour every few months and charge us even more money. Don't get me wrong, I'm very glad the Olympics are coming to the UK. I'm just also happy that I'm not a London tax-payer.