(ATR) The new NBC Olympics visual identity for PyeongChang 2018 represents the "distinctive flow" of winter athletes, executives tell Around the Rings.
Earlier this month all NBC Olympic properties began using the new PyeongChang 2018 branding online and in social media. The new Games logo features three triangles shaped as mountains in a variety of blue gradients, meant to evoke the different winter sports the Games will feature. According to David Barton, Art Director, NBC Olympics the logo is called "Cascade," and is meant to symbolize the entire PyeongChang region.
"The color palette, a trio of blues, evokes the natural gradient of a clear morning sky, setting the backdrop for a crisp and pure winter wonderland," Barton said. "This palette will be applied to a variety of unique content that viewers will be exposed to on multiple platforms. The typography was created to maximize the readability of the host city name, while balancing the signature NBC Peacock with the Olympic Rings."
PyeongChang is set to host the 2018 Olympic Games in less than 13 months. One year to go preparations are underway in South Korea, as the organizing committee must navigate a tricky political situation to ensure a smooth Games delivery.
The "look of the Games," for PyeongChang has yet to be released, but NBC decided just over a year to go was the right time to establish a brand identify. Mark Levy, senior vice-president at the Original Production and Creative, NBC Sports Group, says that identity "focuses on the vibrant motion of winter athleticism, for an event that will challenge the world’s greatest winter athletes."
"This spirited motion is visualized and illustrated in a progressively dynamic form," Levy added. "Referencing a pack of short track speed skaters spreading out at every strategic turn, the visual form repeats and expands in motion. The design further modulates like the flight of freestyle skiers and snowboarders, lifting off at different angles to perform their midair acrobatics."
Written by Aaron Bauer
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