{"id":31146,"date":"2009-12-07T04:55:53","date_gmt":"2009-12-07T04:55:53","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31146"},"modified":"2009-12-06T18:00:55","modified_gmt":"2009-12-06T18:00:55","slug":"sochi-2014-the-first-olympics-logo-driven-by-digital","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/sochi-2014-the-first-olympics-logo-driven-by-digital\/","title":{"rendered":"Sochi 2014 – The First Olympics Logo Driven by Digital"},"content":{"rendered":"

\"2014The Sochi 2014<\/a> Winter Olympics logo was released this month, and at first glance, it seems to leave a lot to be desired.\u00a0 In fact, one could argue that it’s very boring.\u00a0 However, when you take a closer look, it’s actually quite innovative and the first of its kind for the Olympic Games.<\/p>\n

The Sochi 2014 logo was created by the Moscow office of Interbrand<\/a> and is the first Olympics logo to NOT focus on the city where the games are being held.\u00a0 Instead, the Sochi 2014 is the first Olympics logo to include a URL.\u00a0 But that’s not all.\u00a0 This online destination will have a social aspect to it.\u00a0 According to the brand identity explanation<\/a> on the Sochi 2014 Web site,<\/p>\n

“The \u2018.ru\u2019 component is Russia\u2019s 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 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.”<\/em><\/p>\n

Furthermore, the mirror effect between ‘Sochi’ and ‘2014’ is intended to represent the physical location of the Games as the “meeting point between the [Black] sea and the mountains.”<\/p>\n

Overall, I think the logo will be easy to apply to a variety of mediums, as proven in the Sochi 2014 Flickr photostream<\/a>.\u00a0 I suppose it’s not surprising that a URL would become more important in terms of marketing the Olympic Games and generating revenue from them (which has proven to be more challenging in recent years than it was decades ago).\u00a0 However, I do miss the hosting city representation in the logo.\u00a0 I can get over that loss though.\u00a0 If the Web site does prove to be interesting, interactive, and social, it could be a great way to enhance the integrated experience of the Games.<\/p>\n

I do have one complaint about the logo.\u00a0 Is the URL Sochi.ru or Sochi2014.ru?\u00a0 The URL is advertised within text on the Web site as Sochi2014.ru, but it appears to be Sochi.ru in the logo.\u00a0 After a bit of investigating, I learned that the URL is actually Sochi2014.ru.\u00a0 I tried both URLs and each leads visitors to the same Web site though.\u00a0 I don’t think the confusion will hinder the effort, but it does add an element of confusion, and no brand likes confusion!<\/p>\n

What do you think of the new Sochi 2014 logo?<\/p>\n","protected":false},"excerpt":{"rendered":"

The Sochi 2014 Winter Olympics logo was released this month, and at first glance, it seems to leave a lot to be desired.\u00a0 In fact, one could argue that it’s very boring.\u00a0 However, when you take a closer look, it’s actually quite innovative and the first of its kind for the Olympic Games. The Sochi […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[804,683,415,6060,6061,6062,111],"class_list":{"0":"post-31146","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-identity","8":"tag-interbrand","9":"tag-logo-design","10":"tag-olympics-logo","11":"tag-sochi-2014","12":"tag-sochi-olympics-logo","13":"tag-sports-branding","14":"entry"},"yoast_head":"\nSochi 2014 - The First Olympics Logo Driven by Digital<\/title>\n<meta name=\"description\" content=\"The first Olympics logo to focus on a URL rather than the host city.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/sochi-2014-the-first-olympics-logo-driven-by-digital\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sochi 2014 - 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