"The logo is 'not simple, it is not memorable, it is not beautiful....

(and) it is bound to be a success'" wrote the columnist Magnus Linklater in The Times of London.

Case in point why brand wankers shouldn't mess with sports they don't understand. They only succeed in embarrasing themselves with twaddle like this:

"...the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark."

The synchronized swimmers may like it but I'm betting the triathletes don't.