How much of my money did they blow on this pink day-glo pig's abortion of a logo, I wonder?
Quite. As some of you may know, your humble Devil is, in his day job, a graphic designer and he would like to point out, from a professional point of view, that this logo is fucking shit. Feel free to quote me.
It doesn't look like 2012 (which is apparently what it's based on) and it doesn't look professional: it does, however, look like a fucking disaster area, so it probably suits the Olympics rather well.
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."
Oh, how very true, Tess, you lying sack of shit.
Plans have also been drawn up to create a different logo for grassroots projects backing the Games.
Anyone want to lay odds on it being day-glo orange?
UPDATE: a commenter has pointed out that there is now a video developing the brand. Do go and watch it...
And, not entirely coincidentally, here's The Cure with Inbetween Days...
Is the 2012 designer a fan? I think we should be told...