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"This is the vision at the very heart of our brand," said London 2012 organising committee chairman Seb Coe.

"It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.

"It is an invitation to take part and be involved.

"We will host a Games where everyone is invited to join in because they are inspired by the Games to either take part in the many sports, cultural, educational and community events leading up to 2012 or they will be inspired to achieve personal goals."

"It's not a logo, it's a brand that will take us forward for the next five years," he told BBC Five Live.

"It won't be to be eveybody's taste immediately but it's a brand that we genuinely believe can be a hard working brand which builds on pretty much everything we said in Singapore about reaching out and engaging young people, which is where our challenge is over the next five years.

"If we don't that, then frankly the whole project is unsustainable."

Prime Minister Tony Blair 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.

"London 2012 will be a great sporting summer but will also allow Britain to showcase itself to the world."

International Olympic Committee President Jacques Rogge said: "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.

"Each edition of the Olympic Games brings its own flavour and touch to what is now well over a century of modern Olympic history; the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark."

Olympics Minister 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.

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

Well, I for one can't wait to see this amazing Olympic Logo, sorry, Brand. I am thoroughly convinced by Seb Coe, Tony Blair, Jacques Rogge and Tessa Jowell, all of whom I have a great deal of respect for and would trust with my life - especially Tony Blair. It just sounds GREAT, doesnt it?!