"Peter Saville said “I find it a bit cheesy. Those rings don’t sit happily within that angular form and the typographic expression of London is a little insecure and apologetic. On the other hand, it’s incredibly noticable, brave and confrontational. Designs which are effective are abrasive on our sensibilities initially, that is how they work. It doesn’t have to be nice because they are familiar, while a great design forges a new aesthetic. It’s real job is to be a catalyst for awareness of the Olympics and it’s doing that already”."