So it's all kicked off about the London 2012 brand and the new logo. it seems everyone hates it, or is made ill by it. No one wants it.

The BBC website has a load of alternatives. All much more acceptable.

I must admit I at first did not like the logo, but then I went to their website, saw a version with Seb Coe in front of it, read a bit, watched some video and saw what they were up to...


The point is this. They could go for a typical Olympics logo, the London Eye, Big Ben the river and the Olympic Rings. We all get that straight away.

Elite athletes from all over the world competing in the no. 1 sports event in the world. Somthing for us to watch, either live or on the telly.

Basically something, we are not a part of, but observers of.
The brand they have come up with is about something else.

It is about your games, your participation, what you can do, what you will do.

They want you to see that you can take part, the Olympics can change your life!

Watch the video, with the lazy lady taking up cycling, the boy in the wheelchair taking up horse riding, and the guy teaching dance.

It is about affirming life, about taking the chances when they come along. It is about change.

The Olympics can change you, can be the vehicle for you to realise what you can become. it's not just regeneration of East London, but regeneration of the people of East London and beyond.

When did my life change, when the Olympics came along.

That's the thinking behind the brand, that's why it looks so different, that's why it is not what we expected.

The organisers of London 2012 have recognised that deep down we all want to sort our lives out, deep down we want to change to find meaning. And they hope to be a vehicle to help people discover that.

And a funny looking grafitti meets Tiswas logo will help.

Will it?