Whenever I Think of Sporting Excellence, I Think of Jagged Pink Blobs

So after months of anticipation and the expenditure of four hundred thousand pounds, the logo for the 2012 London Olympics has been unveiled. And it's shockingly bad. And the great British public, not being inclined to take these things lying down, has risen up and, with one voice, condemned it for the committee-derived piece of brand-building bollocks that it is.

First, here's the description from the Olympic Committee's website:

New brand launches


London 2012's new brand and vision were launched today by Sebastian Coe and London 2012 ambassadors.

The new Olympic emblem is based on the number 2012 - the year the Games take place and includes the Olympic Rings and the word London.

For the first time the Olympic Games and Paralympic Games emblems have been based on the same core shape.

Available in four colours – pink, blue, green and orange - the new emblem is modern and will be dynamic, evolving in the years between now and 2012.

It symbolises the Olympic spirit and the ability of the Games to inspire people to take part - not just as spectators, but as volunteers, in the Cultural Olympiad and more.

Launching the brand at the Roundhouse in North London, London 2012 Chair Seb Coe said: "London 2012 will be 'Everyone's Games', everyone's 2012. This is the vision at the very heart of our brand.

"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.

"It is an invitation to take part and be involved."

And here, by contrast, are a selection of reactions to it:

"a broken swastika"
"a toileting monkey"
"Lisa Simpson doing something unspeakable and pornographic"
etc.
etc.