Sochi unveils new look

Sport Business News

Sochi 2014 has revealed the concept of an integrated visual Look of the Games for the XXII Olympic Winter Games and XI Paralympic Winter Games in 2014.

The Sochi 2014 Look of the Games concept is a logical continuation of the philosophy behind the sochi. ru brand. It offers a new interpretation of different cultures, traditions and ethnicities which together form a united and powerful visual identity. At the heart of the Look of the Games concept design lies the principle of the 'patchwork quilt' – a combination of 16 designs representing the most famous traditional Russian arts and crafts, ranging from Gzhel to Khokhloma. The Look of the Games concept is the visual embodiment of the Sochi 2014 Olympic Winter Games philosophy and is intended to express the character of modern Russia whilst at the same time introducing guests from all over the world to traditional Russian hospitality. Sochi 2014 in its process to develop this innovative and stunning Look of the Games was supported by BoscoSport, sports and leisure apparel company and one of Sochi 2014s tier one Partners, that today formally handed–over the Look of the Games concept to the Sochi 2014 Organising Committee. Upon officially receiving the Games Look concept, Dmitry Chernyshenko, President and CEO of Sochi 2014 said: " The support provided by Bosco was strongly welcomed by the Sochi 2014 Organising Committee as an excellent example of a partners pro–active involvement in our Games preparation process. The results have exceeded all our expectations. The foundation of the idea is based on a variety of impressions and emotions that the Sochi 2014 Games will bring – not only to the people of Russia, but to the whole world. " In–keeping with the Sochi 2014 brand, the Look of the Games concept is based on the idea of every resident of the country participating in the Sochi 2014 Games. It portrays emotion and moderation, tact and expression; in short – the Russian character that is inherent in every resident of the host country. The Look of the Games concept represents a unified design for sports venues, infrastructure facilities, city streets and squares. It will provide a stunning backdrop to the 2014 sports events and will be the clear distinctive feature that creates a unified appearance for the Games. The Games Look will help create the festive mood of the Games and will be the first and lasting impressions for millions of visitors of the country hosting the Olympic and Paralympic Games. The Look of the Games will also be long–remembered by the television viewers who will follow the Sochi Games from all over the planet, and who will also actively use the Partner companies and licensees of the Olympic and Paralympic Winter Games

Additional information