LONDON Olympic organizers unveiled a jigsaw-style logo Monday for the 2012 Olympic Games that is designed to appeal to young people.

The four block-style jagged pieces combine to form the numbers 2012 in a variety of pink, blue, green and orange colors. In a departure from logos at previous games, there is no visual imagery of the host city or country.

"It's vital that we reach out to those young people in a language that they understand and in technology that's familiar to them," London organizing chief Sebastian Coe said. "This brand is absolutely the world they live in."

London 2012 chief executive Paul Deighton said it cost US$796,000 to design the logo by international branding firm Wolff Olins.

Within hours of the launch, an online petition was set up asking for a new logo or a return to the bid design. By late Monday, the petition had received more than 5,500 signatures.

Blogs on newspaper Web sites for The Guardian, the Daily Telegraph, the British Broadcasting Corp. and Design Week magazine all contained negative comments on the design.

Editor: Wing