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"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," he said at the London launch. Organisers hope the logo, designed to be instantly recognisable worldwide, will help boost its campaign to raise two billion pounds (three billion euros) to stage the Games." This is an iconic brand that sums up what London 2012 is all about -- an inclusive, welcoming and diverse Games that involves the whole country," said Olympics minister Tessa Jowell.
But critics were not impressed. Bob Neill, 2012 Olympics spokesman for the main opposition Conservative Party, was disparaging about Coe's optimism, despite him being a fellow Tory lawmaker.
"Lord Coe has described this logo as 'ambitious, interactive and youth-friendly'. I would describe it as hideous," he said. "Questions need be answered as to how we have ended up in this situation. Was there an open competition to supply the designs? If so, what on earth do the rejected ones look like! "We need to know how much money this exercise has cost, because whatever it was, it's been a complete waste of money."
Initial public reaction was also less than positive.
"This logo makes me embarrassed to be English," said a contributor called Clumbers on one online message site devoted to the logo, which was devoid of supporters of the chosen design. "It looks like it could have been done by a six year old. I could do better with my eyes closed," added someone called Bige. A poll by the BBC News website asked readers to give it a gold, silver or bronze medal, or a wooden spoon if they really didn't like it. Eighty three percent gave it a wooden spoon.