I'm trying to suspend judgement on the logo, sorry BRAND, for the 2012 Olympics unveiled today. I'm entertaining the possibility that at some point I'll get used to it and come to admire it as a work of visual genius and not an 80s hair-metal album cover. It's a long shot but who knows. And kudos to us for making the same logo for Olympics and Paralympics for the first time.

But when the hell was it acceptable for anyone, let alone Sebastian Coe, to say stuff like:

"This is the vision at the very heart of our brand...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"

and not be ridiculed for here to eternity? Meaningless mumbo jumbo has truly conquered the world! Even our Tony got in on the act

"When people see the new brand, we want them to be inspired to make a positive change in their life"

What??

I can't bear to think about what vacuous psychobabble some square-spectacled "imagineer" at Wolf Ollins trotted out to justify their £400,000 fee. But apparently the brand is "hardworking" so that's OK.