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Why Are Olympic Logos So Hard to Design?

The Olympic Games are an exercise in branding

Friday’s Tokyo 2020 Opening Ceremony should serve to remind us that in a fundamental way, the Olympic Games are an exercise in branding. While host nations try to communicate a positive image to the rest of the world, the International Olympic Committee attempts to uphold the spirit of the Olympic movement in the face of mounting challenges to its mythology.




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James I. Bowie

James I. Bowie

Principal at Emblemetric, Sociologist at Northern Arizona University. Data-driven reporting on trends in logo design:

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