The logo for the 2012 Olympic Games -- a jagged emblem in bold colours designed to define the image of the Games in five years' time -- has been unveiled in London. [Photo: AFP/Shaun Curry]

The new brand and vision for the London 2012 Olympic Games and Paralympic Games was launched on Monday.

The new Olympic emblem is based on the number 2012 -- the year of the Games -- and includes the Olympic Rings and the word "London". The same 2012 image, with the Paralympic agitos, symbolises the Paralympic Games.

The new emblem is dynamic, modern and flexible reflecting a brand savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand that works with new technology and across traditional and new media networks.

At the launching ceremony, Sebastian Coe, Chairman of the London Organising Committee of the Games, said "London 2012 will be Everyone's Games, everyone's 2012."

This brand will be "a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world", he said.

Tony Blair, British Prime Minister, 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".

"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," Jacque Rogge, President of International Olympic Committee, commented.

And British Cultural, Media and Sports Secretary, Tessa Jowell said "This is an iconic brand that sums up what London 2012 is all about -- an inclusive, welcoming and diverse Games that involves the whole country."

"It takes our values to the world beyond our shores, acting both as an invitation and an inspiration", she said.

The new London 2012 brand has been approved by the International Olympic Committee. It will be available in four colours -- pink, blue, green and orange.

It replaces London's "Candidate City" logo which was established in November 2003.