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The Theme"I think 'With Glowing Hearts' works no matter where you come from. It's about being proud and working hard. It's about commitment,passion and dedication, and everybody has that when they make it to the Games."Nathalie Lambert, Canadian Olympic medallist in Short Track Speed Skating, Albertville 1992 and Lillehammer 1994The theme chosen for Vancouver 2010, 'With Glowing Hearts', was instantly recognisable to Canadians as a line from their national anthem, 'O Canada'.As well as capturing the essence of the host nation, these three powerful words also helped welcome the world to Canada for the Games and embodied the pride and determination it takes to be an Olympic athlete. The theme became a key component of the Vancouver 2010 graphic identityand was seen throughout the host region and at each sports venue.A French theme, 'Des plus brillants exploits', was also introduced for the Games, using lyrics from the French version of the national anthem. While the French and English themes were different, they were drawn from the same inspiration.Chapter Seven / THE OLYMPIC BRAND131

The Mascots"We wanted mascots that could achieve a great deal. They had toappeal to children from all over the world, they needed to representthe people, geography, and spirit of British Columbia and Canada, and they had to personify the values and essence of the 2010 Winter Games. In short, they needed to be many things all at once."John Furlong, CEO, VANOCMascots are a key component of any edition of the Olympic Games identity and a playful way toengage a young audience and, at the same time, increase their understanding of the Games.Miga and Quatchi - the Vancouver 2010 mascots - were inspired by local Aboriginal mythologicalcreatures and also strongly influenced by popular culture, modern animation styles, and the cultureand wildlife of British Columbia.Miga was based on the mythical sea bear that features in the legends of the Pacific Northwest First Nations, which include tales of orca whales that transform into bears when they arrive on land.Quatchi, meanwhile, was based on the legendary sasquatch - a popular figure in local Aboriginallegends of the Pacific West Coast.Joining Miga and Quatchi were Sumi - the mascot for the Vancouver 2010 Paralympic Games - and Mukmuk, who was a special 'sidekick' character. Sumi was inspired by the animal spirits inAboriginal legends, while Mukmuk was based on a rare marmot that is unique to the mountains of Vancouver Island. 132Chapter Seven / THE OLYMPIC BRAND