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If you haven’t yet caught wind of all the hubbub surrounding London’s recently unveiled 2012 Olympic logo, check it out and give us your honest opinion: LOR? K? ZIOZ?

Truth is, we’re not bothered much by the logo, it’s the sheer exuberance of the man standing before it in the shot to the right that chills us to the core. We were curious about Lord Seb Coe, the hypersupportive champion of this identity–and also the man who shelled out the £400,000 for it (this ain’t no Glens Falls)–so we decided to find out why Lord Coe loves this logo so much. Answers in no particular order:

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He likes angular shapes with sharp edges.

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He’s getting tired of the decals on his shower door.

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He enjoys anything with an Olympic logo on it.