Wednesday, 6th June 2007 at 8:48 pm

Tate Modern produces London 2012 logo

Well, no, the Tate Modern didn’t design it - Wolff Olins, the London brand consultancy that scored nearly half a million pounds for conjuring up the psychadelic jigsaw puzzle, is responsible. But if you’ve taken a stroll through London’s temple to art in most liberal sense of the word, you’ll agree that the 2012 Olympic logo could have come straight out of the odder corridors of the Tate Modern.

But where as the Modern’s works remain inscrutably housed within the gallery, the new logo - which may or may not have been arrived at after a junior account exec accidentally knocked over a tin of paint from the Barbie Disco campaign - will be everywhere for the next five years, sparking bemused looks and epileptic fits through London and beyond until the Games roll into town.

Feverpitcher’s sister site Cherryflava has already picked up on the new logo, and the British media has gone predictably berserk in the face of both the appalling design, and the accompanying gibberish of an explanatory note. For a forthright review of London’s 2012 logo (and a cynical prediction that it’s awful enough to actually work), read Magnus Linklater’s comment in The Times - and then make up your own mind on the art student mess the London Olympics are stuck with.