103. London 2012.

There's a great discussion going on about the identity for London's Olympic bid in 2012, on Speak Up. Check it out. Personally, I think it's ugly - although it does generate an entire system of graphic communication as well as stand out from the normal crowd... sometimes two out of three aint bad. Compare it to Chicago's recent Olympic bid, which is really beautiful. (Done by VSA Partners as pro bono.)

UPDATE: Check out what Coudal Partners has to say here. They make great points.

UPDATE 2: Yet one more thing to considering when designing.