Well, as has been widely reported on alternative news sites, but not in the mainstream media, have a look at what happens when you rearrange the components ...
ZION.
Look it up ... creating the "New Jerusalem" indeed...
The facts of the logo are these: Everyone hates it, there were HUNDREDS of better DIY examples that people did for nothing in response to various newspapers asking for better alternatives, but Lord Coe defended the choice by saying that this logo "goes far beyond the Olympics" in its significance.
Like I say, look it up! We assume that the reason Lord Coe and Co have stuck to their guns is that there's something wrong with their taste, or are too stubborn to back down.
Not with so much at stake. Think of it this way: there are BILLIONS in merchandising licencing to be made, but they stick with a logo that everyone hates and NO-ONE will wear.
Even from a business perspective, their decision, and defence of it, makes absolutely no sense.
So, you have to look BEYOND simply questioning their judgement to a reason which fits the facts.
Search the net ... there are some INCREDIBLE suggestions as to WHY out there ...