The Week: Branding News - Olympic logo panned

London 2012 has unveiled a new logo and brand identity, to widespread criticism in the media and online.

The London Organising Committee of the Olympic Games plans to use the new brand image across multimedia platforms in an attempt help it connect with young people. The logo, which will appear in four colours (pink, blue, green and orange) was designed by Wolff Olins and launched with an online film, "Everyone's 2012", which was sent out to bloggers.