The logo for the London 2012 Olympic and Paralympic Games has been unveiled.

The emblem – based on the number 2012 – was designed by brand consultants Wolff Olins, which is part of the US marketing giant Omnicom Group.

The company’s brief was to create something that represented “the four key brand pillars of access, participation, stimulation and inspiration, culminating in a brand vision of ‘Everyone’s Games’”.

The jagged logo – which will come in pink, blue, green and orange – is, according to London 2012, “dynamic, modern and flexible”.

The branding was launched at the Roundhouse in Camden by London 2012 chair Sebastian Coe, who said: “London 2012 will be everyone’s games, everyone’s 2012. This is the vision at the very heart of our brand.

“It will define the venues we build and the Games we hold as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people across the world. It is an invitation to take part and be involved.”

Prime Minister Tony Blair commented: “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.”

However, the logo has had a mixed reception. A poll on the BBC’s website asking readers to rate the design as either gold, silver, bronze or wooden spoon saw 82 per cent choose the latter just hours after it was launched.

The Guardian’s sports columnist Tom Lutz said the design “represents the multi-coloured vomit sprayed across the capital’s pavements at 3am on your average Sunday morning”.

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