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PyeongChang’s 2018 Winter Olympics Winning Design

With the Olympics in full swing and four medals for Great Britain so far, we decided to have a closer look at the design that went into the PyeongChang 2018 Winter Olympics.

21 Feb 2018

Creating an individual identity out of a global brand

The Olympic Games is renowned worldwide, with a brand that spans all cultures and languages. Creating a sub brand for such an iconic event holds tremendous importance as the design needs to be accessible to everyone involved, yet representative of what makes the host country unique. 

Here at Icon, we know how much work goes into creating a brand; determining values and morals, a tone of voice and a consistent appearance that goes well beyond the logo. The sub brand created for the Winter Olympic Games in PyeongChang has proven itself to be well-considered and successful throughout it’s applications, from the logo and mascots to medals and torches. Using the Olympic colours as the basis for the design, the logo – designed by Ha Jong-joo – takes a Korean inspired twist by using the pillars and star-shaped emblems to represent different letters in the Korean alphabet, Hangeul. The pillars aim to represent the harmony between heaven, earth and man with the star symbol representing the ice, snow and athletes.

Also using the Korean alphabet as inspiration, the pictograms for each sport feature abstract representations made up of lines and dots, which all lends itself to the overall look and theme that the games were aiming for; being connected. This is achieved by using Hangeul as the basis for all visuals, which in appearance can be made to look quite modern and technological, and in use is one of the most prominent cultural assets of Korea.

Interested in seeing some of our work or wanting to know more? Get in touch or view our portfolio here.

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