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The 2012 London Olympics logo

The striking, jagged design, when viewed closely, reads 2012 and features the word 'London' inside the first '2' and the Olympic rings inside the '0'.

Unveiled to a mixed response in 2007 - it's certainly distinctive if perhaps lacking somewhat in imagination - the London Olympics logo is also being used for the first time for the Paralympics of the same year, as a way of more closely integrating the two events.

Designed by international brand consultancy Wolff Olins, the logo is designed to appeal to young people in particular, and in the course of the five years leading up to the games versions in shades of pink, blue, green and orange will be seen around the capital.

The design, which cost £400,000, is different from previous Olympic logos, which often featured some kind of visual reference to the city or country in which they were held. The logo for the Sydney 2000 games featured the outline of the roof of the Sydney Opera House, while the Beijing logo of 2008 depicted a runner shaped as a Chinese character against a red background.

At the time of the logo's launch International Olympic Committee President Jacques Rogge said:

"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 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."

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