2012 Olympic Games in London

London's 2012 Olympic Logo Bashed

Criticism of the London Games' Design Is Relentless

The jigsaw puzzle logo for the 2012 Olympic Games in London has ignited a firestorm of public opposition — more than five years before the Games will open.

The colorful design, which cost organizers nearly $800,000 to create, features four jagged, bold numerals stacked two-by-two and reading 2012.

London-based brand consultants Wolff Olins designed the controversial logo, which is a far cry from the one used by London organizers as they lobbied to host the 2012 Games — the third time the Games will be held in England's capital city.

Words like "dynamic," "modern" and "inclusive" have been used by the head of the International Olympic Committee, and organizers of the London Games to describe the ideas behind the branding logo.

"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 Olympic values," International Olympic Committee President Jacques Rogge said at Monday's unveiling.

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