Sochi 2014 unveil their 'groundbreaking' logo

SOCHI 2014 have debuted their new Olympic logo - and much like London's it has already attracted criticism.

NEW LOOK: Sochi 2014 have revealed their new Olympic logo - claiming it is groundbreaking.

In fact it is not really a logo at all, just some stylised text and the Olympic rings, while for the first time an internet address has been weaved in.

Like London's controversial jigsaw emblem, the graphic can be easily adapted for integration with partner brands and various themes. 

Sochi 2014 have also premiered their slogan - ‘Gateway to the future' - which they claim will focus them on ambitious targets for sporting, social, economic and environmental legacy.

"We believe this is an historic day for Russia and for winter sport. Sochi 2014 has always been about being a Gateway to the Future and our new brand demonstrates that commitment more strongly than ever," said Sochi 2014 president Dmitry Chernyshenko.

"It is the gateway for the world to discover Russia's passion, innovation and excellence through hosting the 2014 Olympic Winter Games. It is about doing everything possible to inspire youth worldwide, through Olympic sport, to enjoy healthier and more active lives. 

"To prove our commitment to innovation, Sochi 2014 will have a clearly digital Games emblem. Today, we welcome tomorrow. We are offering an invitation, an icon and an inspiration to people from across the world to celebrate the thrill of Russia's first Olympic Winter Games.

"Our emblem challenges people to look beyond what they expect from our country."

Officials refused to discuss the cost of the logo. London 2012 paid £400,000 to brand specialist Wolf Olins for their logo but Sochi officials confirmed was not in the same price bracket.