My proposal for the emblem of the London Olympic Games

This is a serious proposal to replace the existing brand for the XXX Olympic Games. The unveiled new logo for the games of the 30th Olympiad was a disastrous representation of the Olympic Games in which we had to put a lot of effort to secure the bid. The new logo may be flexible, but it has very little or no creativity involved in its development.

My proposal is loosely based on the logo of Athens 2004, which was one of the best in my opinion. The main part of the logo and the lettering ‘London 2012’ has been created by hand in black and white, which is then scanned and electronically coloured on a computer to preserve the vibrancy of colour.

The background is divided into four quadrants, and each of them represents the city or the country’s identity. The four pictograms, similar to a young child’s drawing, loosely form the numbers ‘2012’, similar to the one that is facing huge criticism. I propose that this logo is to be used in both the Olympic and Paralympic games, as with the unveiled logo.

The top left-hand quadrant shows a stylised Muslim woman, representing our cultural diversity, not only in London, but in many parts of the UK, even in Devon. The top right-hand quadrant with the London Eye represents our architectural achievement through technology.

The bottom left-hand quadrant, with a simple yet recognisable pictogram of Big Ben represents our famous parliament and our freedom of speech and fair election, despite the recent controversy of anti-terror legislation and the cash-for-honours scandal. The last quadrant represents the River Thames, once an important trading route in the British Empire, and the Dome represents the regeneration of the Docklands into a world-class financial district.