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Paralympic sports - 05. June 2007.

BPA welcomes new London 2012 brand

The British Paralympic Association (BPA) is delighted with the new London 2012 brand launched today.

The new emblem, which is based on the numbers 2012 and includes the Paralympic Agitos for the Paralympic Games logo and the Olympic rings for the Olympic logo, was launched today by Sebastian Coe and other London 2012 ambassadors.

This is the first time in the history of the Paralympic movement that there has been one inclusive brand for both the Olympic and Paralympic Games and the first time the logo has been based on the same core image.

British Paralympic Association chief executive Phil Lane, said: “The BPA are delighted that London 2012 have launched such a dynamic and modern brand that encapsulates the essence of both the Olympic and Paralympic Games.

“This is the first time that the Olympic and Paralympic Games will be represented by one distinct brand and logo, which shows the intention of the London 2012 Organising Committee to fully integrate both Games.

“As the founding nation for the Paralympic movement it is fitting that Britain should lead the way in integrating the two Games and we hope that the brand will succeed in inspiring Britain’s youth and Paralympic athletes to success.”

The emblem, which is dynamic, modern and flexible, has been created to reflect a brand savvy world where people no longer relate to static logos but respond to a brand that works with new technology and across traditional and new media networks.

London 2012 Chairman Sebastian Coe said: “London 2012 will be Everyone’s Games, everyone’s 2012. This is the vision at the very heart of our brand. It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world. It is an invitation to take part and be involved.

“We will host a Games where everyone is invited to join in because they are inspired by the Games to either take part in the many sports, cultural, educational and community events leading up to 2012 or they will be inspired to achieve personal goals.

“The Olympic and Paralympic Games are the greatest sporting event on earth – but they are about more than sport. When Baron Pierre de Coubertin founded the modern Games he saw sport as an integral part of education, culture and the values of life, and this is still true today. Our Games in 2012 are for everyone who wants to engage in sport and in life. Our vision is for everyone to be inspired by the Olympic spirit.”

IPC President Sir Philip Craven said: “The new emblem for London 2012 is youthful and exciting. The Paralympic Games and the Olympic Games will have the same generic image. This is the first time in the history of the Games and the Paralympic movement enjoys being connected with firsts.”

The new emblem replaces the London Candidate City logo, which was established in November 2003.

For further information about the British Paralympic Association, please contact Sian Davies in the Press Office on 0207 211 5240 or 07721 892686 or by email at sian.davies@paralympics.org.uk. For news updates visit the BPA website at www.paralympics.org.uk

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