Chapter SevenThe Olympic Brand The Three Themes of the Olympic Brand The essence of the Olympic brand consists of three essential pillars: Striving for Success, which is founded upon the ideals inherent in sport; Celebration of Community, which defines the Olympic Games as a global festival; and Positive Human Values, which is composed of the attributes that fulfil our understanding of, and aspiration to, universal ideals. These three pillars support a powerful, emotive brand that transcends sport and resonates strongly with people of all ages and cultures from around the world. From the core of the Olympic brand, three communication platforms emerge: Excellence, Friendship and Respect. Excellence: The Olympic Games offer examples of the pinnacle of sporting achievement, inspiring us to strive to do, and be, our best in our daily lives. Friendship: The Olympic Games provide examples of how humanity can overcome political, economic, religious and racial prejudices and forge friendships in spite of these differences. Respect: The Olympic Games present examples of the profound meaning of " respect", as a life lesson for humanity, including respect for yourself, respect for others and respect for the rules. The Enduring Olympic Ideals Today, the Olympic brand's core attributes are still based on the Fundamental Principles of Olympism, established more than a century ago in The Olympic Charter. This is testament to the endurance of the Olympic values and to the timelessness of the philosophy of Olympism. It is also evidence of the power of the Olympic Games and the Olympic athletes who embody and convey a universal promise to inspire generation after generation. 120IOC Marketing Report – Beijing 2008

IOC Marketing Report – Beijing 2008121 The Olympic BrandChapter Seven The Beijing 2008 Brand The Emblem Based on a traditional Chinese seal, the " Dancing Beijing" emblem was unveiled at an impressive ceremony at Beijing's historic Temple of Heaven in 2003, forming the first element of the Beijing 2008 brand. Drawing on a number of Chinese cultural elements – including the prominent use of the colour red, which symbolises luck – the emblem shows a stylised figure reminiscent of the Chinese character " jing", meaning capital. The figure's outstretched arms represent Beijing's hospitality and the city's invitation to the world to come and experience China's unique culture. The Look of the Games Each edition of the Olympic Games has its own individual " look", creating a recognisable identity which reflects the culture of the host city and host country. The look of Beijing 2008 was based on a distinctly Chinese style, with the " Lucky Cloud" design used as the core graphical element. The lucky clouds mean blessings and harmony in Chinese mythology. During the Games, the look was visible throughout Beijing, with over 40,000 colourful banners displayed around the city and on over 6,000 Olympic Family vehicles. It could also be seen at other Olympic venues around China and on the official Games website. " Your new emblem immediately conveys the awesome beauty and power of China which are embodied in your heritage and your people." Jacques Rogge, President, International Olympic Committee TM