IOC Marketing Report – Beijing 2008123 The Olympic BrandChapter Seven The Theme The simple yet powerful theme of Beijing 2008, " One World, One Dream", was chosen from over 300,000 entries that were submitted from all over the world – the first time an international competition had been used to create a Games theme. The " One World, One Dream" theme reflects the Olympic values of unity, friendship, progress, harmony and participation and calls upon the whole world to strive for a better future for humankind. The Mascots Beijing 2008 had five official mascots, collectively known as the " Fuwa", which helped carry the message of friendship and peace. Four of the Fuwa represented China's most popular animals – the fish, the panda, the Tibetan antelope and the swallow – while the fifth symbolised the Olympic flame. Their colours, meanwhile, were taken from the five colours used in the Olympic rings. Each Fuwa was given a rhyming two- syllable name, a traditional way of expressing affection for children in China: Beibei the fish, Jingjing the panda, Huanhuan the Olympic flame, Yingying the Tibetan antelope and Nini the swallow. When the first syllables of their names are said together – Bei Jing Huan Ying Ni – they say, " Welcome to Beijing" in Mandarin. The Olympic Torch The Beijing Olympic torch – designed by TOP Partner, Lenovo – incorporated a number of strong Chinese characteristics. Based on the shape of traditional scrolls, the sleek, modern design also featured clouds, which are intimately associated with Chinese culture. The striking colouring of deep red and bright silver also symbolised a fusion of traditional Chinese art and contemporary design. The torch's scroll concept was also prominent in the design of the Olympic cauldron, which was lit in spectacular fashion during the Opening Ceremony.
124IOC Marketing Report – Beijing 2008 Chapter SevenThe Olympic Brand The Olympic Medals The striking medals of the Beijing 2008 Olympic Games incorporated a traditional Chinese " bi" jade disc, inscribed with a dragon pattern, into their design – the first time jade had been used in an Olympic medal. On the front, the medals adopted the traditional design prescribed by the IOC, reflecting the Greek goddess of victory. On the reverse side, the Beijing Games emblem was engraved in the metal centrepiece. The Sports Pictograms The Beijing 2008 sports pictograms succeeded in reflecting the unique culture, tradition and history of Chinese art and calligraphy. Like the Games emblem, they were based on a traditional Chinese seal and integrated the look of ancient bone and bronze inscriptions into their design. " These exquisite medals represent the ultimate expression of athletic achievement. The unique design represents the ambition of the Beijing Olympic Games." Jiang Xiaoyu, Vice President, BOCOG