The Vancouver 2010 Brand"The Vancouver 2010 brand strategy drew from the Olympic brand aswell as Canada's, and this combination provided the foundation foreverything we did. Our goal was to ensure there was one integrated,powerful experience that was unique to our country and our time, and could engage and inspire as many people as possible."Ali Gardner, Vice President, Brand & Creative Services, VANOCEach edition of the Olympic Games boasts its own unique visual identity, created by the OrganisingCommittee, which reflects the culture of the host city and visually captures the Olympic spirit. Fromthe palette of colours to the design of the Olympic medals, the brand forms an integral part of theOlympic Games and is seen by billions of people around the world.For Vancouver 2010, VANOC created a visual identity that reflected the many faces of modernCanada, telling a unique story about the country's culture through its design and artistry.The process for creating this visual identity started shortly after Vancouver won the right to host the Games and began with an extensive period of research, as VANOC tried to establish what it wasabout Canada and the host region that it wanted to express through the Vancouver 2010 brand.As part of this research, the VANOC brand team spoke to everyday Canadians and set up focus groups with athletes, artists and Aboriginal First Nations people - key groups that would be central to staging the Games.The results were then distilled into a brand strategy that acted as the cornerstone of the entirecreative process. The end product was visible throughout the host city during the Games - fromstreet-side banners and venue signage, to official's uniforms and licensed merchandise - and helpedgive Vancouver 2010 its own unique flavour.Chapter Seven / THE OLYMPIC BRAND127

The Emblem"This emblem will be fondly remembered for generations as theguardian of truly great Games. Ilanaaq is rooted in Canada's history. It reflects the spirit, diversity and values of Canada. It reflects the rich colours of your land and your seasons. Well done, Canada!"René Fasel, Chairman, IOC Coordination Commission for the 2010 Olympic Winter GamesThe Vancouver 2010 emblem was based on a traditional 'inukshuk' - a stone sculpture used byCanada's Inuit people as directional landmarks across the vast northern Canadian landscape. Thedistinctive formations are found across the country - from coastlines to mountaintops, from smalltowns to large cities - in a variety of different styles.This contemporary interpretation of the inukshuk features five stone-like formations depicted invibrant colours that are found in both the natural features of the host region and across Canada. Named 'Ilanaaq' - the Inuktitut word for friend - the emblem was chosen by an international judgingpanel from more than 1,600 entries that were submitted through the Vancouver 2010 OlympicEmblem Design Competition.The Look of the GamesThe dramatic sporting action in Vancouver was framed by a distinctive visual identity that used aunique combination of colours and graphics that highlighted the breathtaking natural scenery of the host region.Building on the original colour palette of blues and greens that was inspired by the stunning coastline and verdant forests of the host region, the Vancouver 2010 'look' used an intricate and colourful layering of illustrated textures that were drawn from Canada's natural and urbanenvironments and rich cultural diversity. VANOC's in-house design team developed all the creativeelements of the visual identity, with one key texture created by local Aboriginal artist Xwa lack tun.128Chapter Seven / THE OLYMPIC BRAND