London’s 2012 Olympic logo was specifically designed to appeal to a young, hip audience but research indicates that the London teenagers do not respond to it at all. They actually feel insulted that the logo was designed with their interests in mind with no understanding of their culture. London teenagers are proud, they love their city and they’re savvy about branding. They’re well aware of the brands they connect with and the ones they don’t. They are embarrassed by the image the London Olympic logo is projecting of their city.