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The choice of symbol and logo of the Olympic Games is always followed by passionate discussions and critics in mass media and Internet as Olympic symbolic promotes not only the Games but the hosting country as well. However, every citizen has his or her own visual image of the state. Besides, the designers sometimes fail in being original and unique. Behind the scenes of Olympic sport events a real fight for providing the best logo is held.

For instance, the designers who presented the logo for Olympic Games 2016 in Rio de Janeiro were immediately accused of plagiarism. The journalists claimed that it resembled the logo of American charity Telluride Foundation. On both logos there are stylized human figures holding their hands and dancing. The designers, however, deny this fact. They claim that they have never seen Telluride emblem and made a thorough marketing research to make sure their idea is unique before launching it.

Brand for the Winter Olympic Games 2014 in Sochi was developed in collaboration with agency Interbrand and Expert council for brand creation. The logo reveals continuity of traditions shown in the Olympic Games and the connection with a new generation grown up in the era of digital technologies.

The logo for the Olympic Games 2012 in London was developed by the agency Wolff Olins. The price of the creation was 400.000 pounds. The logo presents stylization of figures “2012” in the form of irregular polygons with the word “London” and five Olympic rings inside them. On the presentation the creators spoke much about how positive this logo is and how it reveals the idea of people feeling at home in London. The society, however, met this brand with critics and Iran even refused to participate in the Olympic Games as it saw the word “Zion” encoded in these stylized figures.

As for me, following the evolution of Olympic brands I like every new brand less and less, as I find the logos of the past Olympic Games more original and interesting. For example, my favorite logo is the one for the Summer Olympic Games in Sydney in 2000. It shows a sportsman whose figure is made of boomerang, bay, beach and rocks fused together on the red background. This logo gives us the idea of what the true Australian landscape and inhabitants look like and, in the whole, it appears to be really positive concept.

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