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  • London 2012: Olympics Bill & New Image


    The logo for the London Olympics will be replaced within the next year or so. 
    (ATR) The search has started for a new image for the 2012 Olympics, while legislation needed for the London Games has cleared the House of Commons.

    The Olympics bill would establish the Olympic Delivery Authority as well as control advertising and commerce in the vicinity of venues.

    The legislation will now be considered in the House of Lords where it is due for a second reading on Dec. 19. The bill could become law sometime in early 2006.

    On the image front, AAR Group, a London firm that helps companies select advertising and design agencies, will lead the search for a suitable agency to develop the new London logo and related imagery.

    "The chosen agency will help refine the brand positioning for the London 2012 Games and develop a Games emblem and associated corporate identity," says a statement from London 2012.

    The new logo will be unveiled in late 2006 or 2007.

    "It needs to be visually attractive, strong and inspirational. The public must easily identify with it and it must be an effective tool for us to raise sponsorship to help fund the Games," says interim London 2012 CEO Keith Mills.

    Your best source of news about the 2012 Olympics is, for subscribers only.