The London 2012 logo

The proposed London 2012 Olympics logo was revealed on the 4th June by the Olympic Committee.

The 'brand' cost £400,000 and was designed by an international branding firm - Wolff Olins. A promotional video was included in that price.

Design by committee rarely has good results and this is no exception. Within 24 hours, more than 15,000 people had signed a petition to change the London 2012 logo. The public didn't relate to the logo.

So, we're asking if you can design a 2012 logo that's better than the £400,000 one.

What went wrong?

The Olympic Committee made a radical choice with this logo. It is totally different to all previous Olympic logos - the colours, the obscurity, the jagged lines. It is not a brand that the British public want to associate themselves, yet they were given no choice.

Instead of hiring an agency and paying them a fortune, the Olympic Committee should have asked British designers to submit their own ideas and allow the public to vote for their favourite. A similar process was used by the organisers of the 2010 Winter Olympics. It encourages participation, it recognises our talented British designers and by allowing the public to vote, it avoids choosing a logo as inappropriate as the proposed one.