LONDON: With a rousing fanfare the London Organising Committee of the Olympic Games and Paralympic Games has unveiled its much-anticipated logo for the 2012 event in the UK capital.

The logo (pictured above in its blue period) is the creation of design agency Wolff Olins and has three other colour incarnations.

LOCOG chairman and former Olympic athlete Lord Sebastian Coe called it "a demonstration of national pride and a promise to reach out to everyone - the heartbeat of our games".

Other observers were less enthusiastic. Stephen Bayley, founder of London's Design Museum, pulled no punches and described it as a "puerile mess, an artistic flop and a commercial scandal", while online message boards branded it a "broken swastika".

Data sourced from Brand Republic (UK); additional content by WARC staff