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"These five rings represent the five parts of the world now won over to Olympism and ready to accept its fruitful rivalries. In addition,the six colours combined in this way represent the colours of everycountry, without exception. This is a real international emblem."Baron Pierre de CoubertinThe Olympic BrandAlmost 100 years ago, when Baron Pierre de Coubertin - the founder of the modern Olympic Games -chose five interlocking rings to become the symbol of the Olympic Movement, he would have had little idea that they would become one of the most recognisable symbols in the world.These rings now form the basis of the Olympic brand iconography, which is embodied at each editionof the Olympic Games. But the brand and the Games both represent something far greater than simply the pinnacle of athletic achievement.The positive universal values that form the foundation of the Olympic Movement give the Olympicbrand - and the Olympic Games - a unique and powerful identity, which transcends sport andresonates strongly with people of all ages and cultures from all over the world.This, above all else, is the reason why the Olympic rings have become what they are today, and whythe Olympic Games have developed into one of the best-known and most appealing sport, cultural and entertainment properties in the world.The Olympic Values"The Olympic brand is so inspiring to work with because of what it stands for. Everyone on the planet recognises the rings andassociates them with excellence."Ali Gardner, Vice President, Brand & Creative Services, VANOCAt the heart of the Olympic brand are the Fundamental Principles of Olympism, including values such as excellence, friendship and respect, established in the Olympic Charter more than a centuryago. The Olympic values are conveyed at each edition of the Olympic Games and underpin all of the Olympic Movement's work.124Chapter Seven / THE OLYMPIC BRAND