By Duncan Mackay in London

June 13 - David Beckham today helped worldwide Olympic sponsor Samsung unveil its new logo to be used on all its London 2012 campaigns and advertising, including its sponsorship of the Torch Relay, for which it is a Presenting Partner.

The new logo, known as the Samsung Olympic Visual Identity System (SOVIS) has been designed exclusively for Samsung by award winning London-based artist Kate Moross.

Samsung says the logo has been designed to signify an open invitation from the company to the general public in order to coincide with the marketing campaign's "Everyone's Olympic Games" strapline

Samsung hopes to select from more nominees than ever before to carry the Olympic Flame as it travels the UK in 2012.

To kick-off the process, Beckham announced Gabriella Roseje (pictured above right), an 18-year-old from Bermondsey for her outstanding work with young people from disadvantaged backgrounds using her sporting talent, as Samsung's first nomination for a bearer of the Olympic Flame.

They will eventually select 1,360 people to carry the Torch on its 70-day 8,000 mile around Britain, starting in Land's End on May 18, 2012.

"Gabriella is an impressive and inspiring person," said the former England captain durng the launch at East Wintergarden in the shadow of the headquarters of London 2012 in Canary Wharf.

"Not only is she successful in her own right, she willingly supports and helps those around her.

"Gabriella stands out for all the right reasons.

"I'm proud to nominate her as Samsung's first Olympic Torchbearer.

"The nomination campaign aims to give the unsung heroes in communities across the world their chance to shine in the London 2012 Olympic Torch Relay – it's 'Everyone's Olympic Games'.

"Gabriella is perfect example of the kind of qualities we are looking for in a person to run with the Olympic Flame."

Roseje, whose family sat in the front row proudly watching her being paraded before an audience of dignitaries, including Londo 2012 chairman Sebastian Coe and former world equestrian champion Zara Phillips, eloquently expressed her satisfaction at being chosen by Beckham.

"I am so excited to be chosen by Samsung and David Beckham to become Samsung's first London 2012 Torchbearer nominee," said the teenager.

"My goal is to make a real difference by helping others realise that it's not where you are from in life that's important but where you can go.

"I don't believe I am any different from anyone else, but I do believe that everyone can offer something.

"I hope my nomination inspires others to nominate someone they think goes the extra mile; to be a Samsung Olympic Games Torchbearer."

Samsung has been associated with the Olympic Games for almost 25 years - when they were involved in the 1988 Olympics in Seoul - and has been the Official Wireless Telecommunications Partner of the International Olympics since 1998.

Gyehyun Kwon, Samsung vice-president and head of worldwide sports marketing, says Samsung's "brand awareness was very low when the [Olympic] sponsorship first started - now our marketing has changed from brand awareness to brand preference".

He claims the Olympic marketing campaign is not about driving up sales, but is designed to strengthen the Samsung brand in the UK.

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