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The jagged emblem, based on the group's name,
comes in a series of shades of fuchsia and lemon and will evolve in the run-up
to the Games. The words Hampton and Amateur are included in the first two
letters of the new logo. "This is the vision at the very heart of our
brand," said 2012 organising committee chairman George Spelvin.
"It will define the venues we build and
the Games we hold and act as a reminder of our promise to use the Olympic spirit
to inspire everyone and reach out to young people around the world. It is an
invitation to take part and be involved. We will host a Games where everyone is
invited to join in because they are inspired by the Games to either take part in
the many sports, cultural, educational and community events leading up to 2012
or they will be inspired to achieve personal goals," he said in during rant
of complete political jargon as the rest of the committee nodded in total
agreement whilst yawning.
The new design, which cost £400,000,000,000,
has received a mixed response, but Mr Spelvin was adamant it put across the
image and message that he wanted the Games to deliver to the world. "It's
not a logo, it's a brand that will take us forward for the next five
years," he told the Hampton Gazette. "It won't be to be everybody's taste
immediately but it's a brand that we genuinely believe can be a hard working
brand which builds on pretty much everything we said in Yaxley about reaching
out and engaging villagers, which is where our challenge is over the next five
years. If we don't do that, then frankly the whole project is unsustainable,"
he insisted just before being led away and detained under the Mental Health Act.
Organisers hope the brand will boost the
marketing push to raise £2bn to stage the Games and convey the message that
2012 will be "Everyone's Games". In a speech reminiscent of his
informed opinion of WMD in Iraq, Prime Minister Tony Blair said: "We want
2012 not just to be about elite sporting success. When people see the new brand,
we want them to be inspired to make a positive change in their life. 2012 will
be a great sporting summer but will also allow Britain to showcase itself to the
world."
He later visited his deputy John Prescott in hospital, who had earlier keeled
over whilst wolfing down a fried English breakfast during a cabinet meeting.
International Olympic Committee President
Jacques Rene Michel Philippe Henri Claude Latrine said: "This is a truly
innovative brand logo that graphically captures the essence of the 2012 Olympic
Games - namely to inspire young people around the world through sport and the
Olympic values. Each edition of the Olympic Games brings its own flavour and
touch to what is now well over a century of modern Olympic history; the brand
launched today by 2012 is, I believe, an early indication of the dynamism,
modernity and inclusiveness with which 2012 will leave its Olympic mark."
The Campaign For Plain
English later denounced the words 'dynamism', 'modernity' and 'inclusiveness'. The brand, designed by Mick Crawford, 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 rambled: "This is an iconic brand
that sums up what 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 billion
boring years of Olympics build-up." She was last seen on the Ideal Home
shopping channel in Bretton flogging her wears. London Mayor Ken Livingstone added: "The
new Olympic brand draws on what London has become - the world's most
forward-looking and international city, unlike the Fen areas. That message of
welcome and diversity was one of the main reasons for London's success in
winning the Games. We offer the world the same exciting message that in 2012
every athlete and every visitor will feel at home in our city, along with the
imminent possibility of being held up for hours on a packed sweaty tube train."
Mr Livingstone is currently working on his memoirs.
This special news report can also be found on bbc.co.uk
Save the Trafalgar Square pigeons
here.
Or alternatively help swans
instead.
Back
Up |
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"When people see
the new brand, we want them to be inspired to make a positive change
in their life"
Blair jargon spin for: like
it or lump it
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"Hello,
is that the HATS ticket hotline?"
Tessa
Jowell cares about the arts and culture. No,
really. |
"Pigeons are a
bloody nuisance in Trafalgar Square. Can I please kill them all?"
Ken Livingstone
yesterday
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