There have been two London 2012 logos: one for the bidding process created by Kino Design and a second as the brand for the Games themselves. The former is a ribbon with blue, yellow, black, green, and red stripes winding through the text "LONDON 2012," making the shape of the River Thames in East London. The latter, designed by Wolff Olins, was unveiled on 4 June 2007 and cost £400,000. This new logo is a representation of the number 2012, with the Olympic Rings embedded within the zero.
The standard colors are green, magenta, orange and blue; however the logo has incorporated a variety of colors, including the Union Flag to promote the handover ceremony. The flexibility of the logo has also enabled sponsors to incorporate their corporate colors into a personalized version, such as Lloyds TSB, British Airways and Adidas.
London 2012 has stated that the new logo is aimed at reaching young people. Sebastian Coe stated that it builds upon everything that the organizing committee has said "about reaching out and engaging young people, which is where our challenge is over the next five years." One observer, a managing director of an advertising agency, noted that the logo bore a strong resemblance to the logo for the 1974–1982 children's television program Tiswas, commenting that appealing to young people is difficult, and that they will see right through attempts to patronize them.
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