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Inspired by - South Korea

Pyeong Chang 2018 winter olympics brand identity

Posted by rod - 28.06.2013

The 2018 winter Olympics will be hosted in PyongChang, South Korea, winning against Munich and Annecy. The olympics brand identity was inspired by the Hangul writing system, the phonetic Korean language.

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“The logo design has its roots in Hangul, with the shapes that form the logo stemming from the first consonants of each syllable in the word “PyeongChang” when it is written in Hangul. The first character in the emblem also represents a gathering place where the three elements of Cheon-ji-in – heaven, earth, and human – are in harmony. The second character symbolises snow and ice, as well as the athletes’ stellar performances.

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Traditional Korean Colours: The emblem uses five traditional Korean colours – black, blue/green, yellow, red, and white – which is the same colour scheme as that found in the Olympic flag. Traditionally, blue and green were represented by a single word in Hangul but this has now changed, with separate words now existing for each. The five cardinal colours are found in many aspects of daily life and tradition in Korea, including in clothing, celebrations, martial arts, architecture, art and food.”

Read more about the identity in the press release

Via Brand New

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