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Winter Olympics *

Reviewed Jun. 19, 2013 by Armin

Industry / Sports Tags /

PyeongChang 2018 Logo, New

The XXIII Olympic Winter Games in 2018 will be hosted by Pyeongchang, South Korea after successfully winning the bid against Munich, Germany and Annecy, France and it will follow the 2014 Winter Games played in Sochi, Russia. In early May, the PyeongChang 2018 Organising Committee introduced the emblem for the Games. All of the work is presented in a video included in this post (with some screen captures of the highlights for quick browsing) and a decent press release is available here.

PyeongChang 2018 Logo

The PyeongChang 2018 Olympic emblem is an abstract motif inspired by Hangul, the alphabet of the phonetic Korean language.

It is composed of the first consonants of the name of the host city, PyeongChang.

The ‘?’(P) is the first consonant of the first syllable, Pyeong.

It also symbolises the open square where the celebration of athletes and winter sports will take place.

The ‘?’(Ch) is the first consonant of the second syllable, Chang. It symbolises the natural environment of snow and ice, and the stellar achievements of the athletes - the stars of the Games.

The colours reflect the Olympic Flag, and they also represent the five traditional colours of Korea.

Taken together, the PyeongChang 2018 Olympic emblem embodies the harmonious synergy between the sky, land and people. Set in a majestic setting of snow and ice, athletes and people from around the world come together in an open square in PyeongChang to celebrate the finest winter sport athletes and the greatest winter sport festival.
Emblem explanation

Emblem explanation. The first minute is abysmal, but then it gets remarkably good in showing the system.

PyeongChang 2018 Logo

Supporting visual elements are constructed out of joining lines.

PyeongChang 2018 Logo

PyeongChang 2018 Logo

PyeongChang 2018 Logo

What appear to be the individual sports’ icons.

PyeongChang 2018 Logo

Prototypes, above and below, of stuff. And more stuff.

PyeongChang 2018 Logo

PyeongChang 2018 Logo

PyeongChang 2018 Logo

PyeongChang 2018 Logo

The first impression is that this is a very unlikely Olympic logo, either for Winter or Summer Games: way too simple and pared down. Almost like a placeholder. And it’s not really that attractive, neither the two elements on their own, nor the two elements together, and the sans serif is abysmally generic. BUT when you look at the video and see the way these same lines transform into clouds and trees and fireworks and the sports icons there is a very interesting visual language that starts to develop, unlike anything previously done in any Olympics. It’s playful and energetic. A friendlier, simpler iteration of the original London Olympics visual proposal. At this point everything seems to be prototypes and suggestions with a few years left to finesse and develop but there is clearly potential for a remarkable Look of the Games here. The PyeongChang 2018 Organising Committee just needs to hire someone to do better videos.

PyeongChang 2018 Logo

PyeongChang 2018 Logo

Thanks to Maarten Janssen for the first tip.



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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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