Boy, I bet you just can't wait to see it, huh?

Brace yourself, Sheila, here it comes:

Olympics get new logo in motion

Sebastian Coe, chairman of London's Olympic organising committee, has unveiled a "multimedia" brand image and logo for the London 2012 Olympic games.

The branding, which replaces the multicoloured Thames river-shaped "ribbon" that threads its way through the current motif, is considered to be a key stage in the transformation of the London bid from the status of successful candidate to host city.

London 2012's new brand aims to help establish the games as a credible property among young people in the UK, who the Olympic movement is desperate to reach.

The organisation said that the new emblem aims to be "dynamic, modern and flexible" and "will work with new technology and across traditional and new media networks".

http://sport.guardian.co.uk/london2012/sto...

You should be good and pumped by now, I hope.

I mean, this brand image is going to establish credibility with young people - it's got to be something pretty damn impressive.

It works with new technology - so it must be something really advanced, mustn't it?

But it also works with traditional media networks. How amazing is that?

Forgive me if I quote just a little more than DU normally allows - because this is just so exciting:

It is meant to embody four key "brand pillars" of access, participation, stimulation and inspiration.

"This is not just a marketing logo," said the culture minister, Tessa Jowell, "but a symbol that will become familiar, instantly recognisable and associated with our games in so many ways during the next five years."

Not just a marketing logo! It embodied stimulation, inspiration, access, and participation! Well, let me tell you, I've felt accessed, participatory, inspired, and, above all, stimulated, ever since I saw it. Especially in the pillar department. Uncontainably stimulated, in fact. I just can't hold it back any longer.

Here it is:

I know. You're all speechless, aren't you? You feel over-stimulated. It's because you've seen it on a new media network, isn't it? Maybe I should have chosen the blue, green or orange alternatives to show you.

Phew, I'm off to have a lie-down in a darkened room. Thank God we only get the Olympics every 60 years or so, or we might have to withstand the same stimulation again in our lifetimes.

Still, it makes you proud to think that's the image we'll show to the world for the next 5 years, to symbolise striving, excellence, friendship and competition, doesn't it?