SOCHI 2014 OLYMPIC GAMES Brand

http://www.sochi2014.com/en/media/bulletins/

 

The modern Olympic Games were conceived by visionaries who set new standards and found new ways for development. They believed that sport engenders trust and cooperation between cultures and nations. Sochi 2014 is striving to make Russia’s first Winter Games an embodiment of peaceful, productive dialogue between peoples.

The Sochi 2014 brand encompasses our commitment to the values symbolized by the Olympic rings, demonstrating our continued support for the universal ideals of the entire Olympic Movement.

The brand is the result of our commitment to innovation; a key element of the overarching Games message that Sochi 2014 is the Gateway to the Future.

The Sochi 2014 emblem maintains a dialogue between the past and the future. Fusing various dimensions of Russian culture, the brand can promote several images of our vibrant country:

·         A country rich in history, embarking on a successful future

·         A country open to opportunities and the passion to make dreams a reality

·         A country that is committed to equality and celebrates diversity.

The city of Sochi sits at the meeting point of the sea and the mountains. This is reflected in the Sochi 2014 emblem, which is like the sea acting as a mirror to reflect the mountains.

Sochi 2014’s inspirational new brand allows everyone across the world to see the Winter Games in Sochi as a celebration of opportunity: a chance for growth, transformation and personal fulfillment.

Sochi 2014 will be a Winter Games for the people; celebrating human excellence and aspiration.

The Sochi 2014 brand embraces change and encourages everyone to welcome development. It combines both function and the courage to try the new. It is a 21st Century brand for a digital generation.

The Sochi 2014 brand fits perfectly with our commitment to use the digital revolution to help young people experience sport for the first time; with a view to active participation and long term engagement with sport and Olympism.

The Olympic Games cannot guarantee positive change across all aspects of life on their own, but they can inspire! If every Russian embraces change by first looking at how to better themselves, the Olympic Games can become the catalyst for positive change in our cities and the inspiration for our people. We can improve attitudes in Russia towards people living with perceived disabilities; we need healthier children and new, modern infrastructure; and we need the positive change that the Games can bring forward.

Today we echo the excited exclamation of Yuri Gagarin as he became the first man in space. Today we embrace the future. Today we shout POEHALI! (Let's go!)