‘Digital’ Olympic Emblem For Sochi 2014, Russia’s First Winter Games
Gail Chiasson, North American Editor
Hailed as an iconic symbol of contemporary Russia and a key milestone in Games preparations, the World’s first ‘digital’ Olympic emblem using an Internet domain address was launched in Sochi, Russia, to promote open dialogue between nations and fans about the 2014 Olympic Winter Games.
‘sochi2014.ru’ is the first Olympic emblem that also forms a web address, creating a ‘digital’ Games logo that puts clear emphasis on reaching new audiences through digital platforms. The ‘.ru’ component is Russia’s web-domain address and signifies that Sochi 2014 is an Olympic Winter Games hosted by a whole nation, as well as the Black Sea sub-tropical city of Sochi. The mirror of ‘Sochi’ and ‘2014’ reflects that Sochi is the meeting point between the sea and the mountains.
Sochi 2014 launched its new emblem as well as its brand and tagline: – ‘Gateway to the Future’, to promote Sochi 2014 as a catalyst for a long-lasting sporting, social, economic and environmental legacy.
The brand focuses on building understanding between cultures, showcasing a contemporary Russia and celebrating the most innovative and inspirational Olympic Winter Games ever staged. It was unveiled in the presence of Jacques Rogge, president of the International Olympic Committee; Dmitry Chernyshenko, president and CEO of Sochi 2014; Dmitry Kozak, Deputy Prime Minister of Russia; Alexander Zhukov, Deputy Prime Minister of Russia; and Jean-Claude Killy, chairman of the IOC’s Coordination Commission for Sochi 2014.
The new brand “is the gateway for the world to discover Russia’s passion, innovation and excellence through hosting the 2014 Olympic Winter Games,” said Chernyshenko. “It is about doing everything possible to inspire youth worldwide through Olympic sport to enjoy healthier, 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. We believe sochi2014.ru can become an international symbol of a sporting, social, economic and environmental legacy that lasts for generations.”
“Every Olympic Games has an emblem and look that crystallizes the identity of those Games for all time and Sochi is no exception,” said Rogge. “The Sochi 2014 emblem will become one of the most visible and recognised marks for people of all ages from around the world over the next few years, especially as Sochi 2014 has made a conscious effort to link its brand to the digital generation.
“Thanks to the growth of social media, the Sochi brand will no doubt spread like never before through these online channels reaching the youth of the world quickly and in a format that they appreciate.”
The introduction of a 21st Century emblem for a digital generation reflects how the 2014 Olympic Winter Games will be accessed through PC screens, PDAs, mobile phones, televisions and other devices, in line with ever-improving Internet reach, increased bandwidth and the adoption of new technologies. This can help young people to experience sport for the first time, with a view to active participation and long-term engagement with sport and Olympism.
The new Sochi 2014 brand centres around the idea that the 2014 Winter Games will be a celebration of sporting achievement, while also providing momentum for positive change. It was developed in conjunction with Interbrand, one of the world’s largest brand consultancies, and an Expert Brand Council established by the Sochi 2014 Organizing Committee.
The Brand Council features leading lights from sport, branding and marketing, and the arts, with a mixture of Russian and overseas experts. Sochi 2014 began the brand development process by surveying people from Russia and several countries around the world, gathering thousands of ideas and insights that have been used as building blocks for Sochi 2014’s new brand.
The new Sochi 2014 Paralympic Games brand will be launched later in December 2009.
On Feb. 28, 2010, Sochi 2014 will become the next host city of the Olympic Winter Games after receiving the Olympic Flag at the Closing Ceremony of the Vancouver 2010 Olympic Winter Games.