London 2012 logo unveiled

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The bold jagged emblem based on the date 2012 comes in a series of very bright shades of pink, blue, green and orange in a modern take on the Olympic colours. The word London and the all-important Olympic rings are included in the first two digits.

"It has a movement to it and it will evolve and change," said a London 2012 spokeswoman.

For the first time the same logo will be used for both the Olympic and Paralympic Games.

A successful brand helps bring in millions - potentially up to £600 million - in sponsorship and sales of everything from mugs, mascots to T-shirts.

Prime Minister Tony Blair said: "We want London 2012 not just to be about elite sporting success.

"When people see the new brand, we want them to be inspired to make a positive change in their life.

"London 2012 will be a great sporting summer but will also allow Britain to showcase itself to the world."

International Olympic Committee president Jacque 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."