"The brand is a very important bridgehead for us to encourage more young people to be excited by the Games and yes, it is a youthful brand and yes, it's probably not aimed at people of our vintage around this table," he said during an interview published in the South Wales Evening Post, where he is currently visiting.

"We want to access them in any number of new media platforms so that they are incredibly familiar and far more familiar than we are.

"We wanted to do something no host city has done before which is to combine the brand with the Paralympics."

"We didn't think, nor was I naive and coy enough to think, everybody would immediately love the logo or the brand.

"That's not the case with logos and brands of that scale and magnitude.

 "We have spent a long time, and a lot of serious thought has gone into putting that together.

"We have spoken to stakeholders and, more importantly, I have listened very carefully to what young people and communities the length and breadth of this country want from the Games."

The full article can be read at http://www.thisissouthwales.co.uk/displayNode.jsp?nodeId=161818&command=displayContent&sourceNode=161644&contentPK=17520375&folderPk=88499&pNodeId=161375.