SAN FRANCISCO, Feb. 22 /PRNewswire/ -- Facing unprecedented competition
from professional sports for fans and sponsorships, the Salt Lake Olympic
Committee needed a powerful, unifying brand for the 2002 Winter Games. Based
on its unrivaled list of credentials in sports branding -- including the
1996 Atlanta Olympics, 1998 Nagano Olympics, U.S. Open and the New Jersey Nets
-- Landor was chosen to develop a brand identity for this global sporting
event. Landor was also asked to create a brand identity for the U.S. Olympic
Team's opening ceremony and competition uniforms.
Landor's challenge was to develop themes that both boldly represent
Salt Lake and resonate with audiences worldwide. Four ideas arose as clear
winners -- contrast, culture, courage and celebration. These four themes
became the basis for everything from the 2002 Olympic symbol and mascots to
the Games' distinctive colors and graphics.
"The challenge when branding a recurring, global event is to imbue it with
a sense of time and place," says Margaret Youngblood, Executive Creative
Director at Landor. "The Sun Crystal mark mimics the look of Salt Lake City
and captures the spirit of the games in a visual language that is recognized
around the world."
The emblem features the contrast of mountain snow and desert sun -- a
theme unique to the American Southwest. The 2002 logo also unites ancient and
modern symbols, celebrating the different cultures and traditions that come
together in the Olympics.
When it came time to give the U.S. Olympic Team its own look, Landor
refined these ideas to their most striking essence. This simple, elegant
solution unifies the hundreds of sports and thousands of athletes that make up
the U.S. Olympic Team.
About Landor
Landor Associates is one of the world's leading branding and design
consultancies. Founded in 1941, Landor pioneered many of the research, design
and brand consulting methodologies that are now standard in the global
branding industry. We take a holistic approach to brand creation and
management using strategic insight, brand valuation, research, internal
branding, design, naming and packaging, as well as environmental and digital
branding to help companies build Breakaway Brands(TM) and communicate with
their audiences more effectively.
Landor has a global network of 20 offices and an unrivaled client
portfolio that includes such names as FedEx, Morgan Stanley, NYSE, Microsoft,
BP, Delta Air Lines, The Olympic Games, Alamo, Cathay Pacific,
Procter & Gamble, Frito-Lay, France Telecom, VARIG and Coors.
Landor is part of Young & Rubicam Inc., which has 340 offices in
73 countries worldwide. Young & Rubicam is a member of the WPP Group plc, one
of the largest advertising and marketing services groups in the world.
For further information please call 888-2LANDOR, visit http://www.landor.com or
contact the following Landor representatives.
SOURCE Landor Associates
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Related links:
http://www.landor.com
CONTACT:
Britt E. Dionne, Manager, Communications of
Landor Associates, +1-415-365-3869, or
britt_dionne@sfo.landor.com; or Kira Storch, Account Executive of
Cohn & Wolfe, +1-415-477-4546, or kira_storch@sfo.cohnwolfe.com,
for Landor Associates
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