Wolff Olins has this to say about the London 201.2 logo:

Echoing London's qualities of a modern, diverse and vibrant city, the London 2012 emblem is unconventionally bold, deliberately spirited and unexpectedly dissonant.

The emblem's form is inclusive. It can talk to anyone. It has incredible flexibility, yet is consistent. Behind the emblem is a dynamic grid from which comes a distinct visual language. A palette of colours, lines and shapes that create energy, inspiration and interest across every application.

Now, in my past life as a graphic designer, I had to schlep it over to Kings Cross a few times to deal with Wolff Olins on a couple of big brand projects. They say almost exactly the same words for every single brand project they work on. No, really, almost word for word.

Anyone fancy working on a PHP script with me to write their press releases for them?