The logo for the 2012 Olympics and Paralympics has been unveiled in a star-studded ceremony in London.

The jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games.

The word London and the Olympic rings are included in the first two digits of the new logo.

"This is the vision at the very heart of our brand," said London 2012 organising committee chairman Seb Coe.

New 2012 logo: Iconic or awful?

What do you think of the new logo for the London Olympics?

The new jagged emblem which took a year to research and cost £400,00 was unveiled on Monday.

Organisers said it would "live" for the next five years and chairman Lord Coe described it as "edgy".

But critics have called the brightly-coloured depiction of the date 2012 "ghastly" and an online petition is calling for it to be scrapped.

ANIMATED footage promoting the ill-fated logo for the 2012 London Olympic Games was removed from the organisers' website today amid concern it could trigger epileptic fits.

The video clip shows a diver plunging into a pool as part of a campaign to promote the jagged Olympic logo, which is a graffiti-like blow-up of the number 2012 in a range of colours including hot pink and electric blue.

A London 2012 spokeswoman said the concerns surrounded a four-second piece of animation shown at the logo's launch yesterday and recorded by broadcasters.

Emphasising it was not the logo itself which was the focus of health worries, she said: "This concerns a short piece of animation which we used as part of the logo launch event and not the actual logo.

"It was a diver diving into a pool which had multi-colour ripple effects."

Critics of the emblem have described it as "hideous" - while organisers called it powerful and modern.

The clip's removal follows comments by Professor Graham Harding, an expert in clinical neurophysiology who developed a test used to measure photosensitivity levels in animated TV material.

"The logo should not be shown on TV at all at the moment," Harding said. "It fails the Harding FPA machine test which is the machine the television industry uses to test images."