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