A winter Olympic that reaches new heights
THE LOGO
BRAND ELEMENTS
STATIONARY
MERCHANDISE DIGITAL
About
Alternate Lockups
Graphic Logo
Incorrect Use of Logo
Primary Colors
Secondary Colors
Typeface
Typeface in Use
Secondary Graphic Elements
Photography Treatment
Posters
Letterheads & Envelopes
Special Event Envelopes & Invitation
Business Card
Ticket
Tote Bags
Sweater Desktop Mobile
INTRODUCTION
The 2034 Winter Olympics, officially known as the XXVII Olympic Winter Games and branded during the bid as Salt Lake City–Utah 2034, is an upcoming international multi-sport event scheduled to take place in the Salt Lake City metropolitan area of Utah in the United States, between February 10–26, 2034. The Salt Lake City–Utah bid was elected at the International Olympic Committee’s (IOC) 142nd Session in Paris on July 24, 2024, two days before the start of the 2024 Summer Olympics.
These will be the fifth Winter Olympics (and tenth overall) to be hosted by the United States. Salt Lake City previously hosted in 2002, 32 years earlier, and will become the fifth city to host multiple Winter Olympics, after St. Moritz (1928, 1948), Lake Placid (1932, 1980), Innsbruck (1964, 1976), and Cortina d’Ampezzo (1956, 2026 (with Milan)). It will be the first singular-city Winter Olympic host since 2022, as the expected preceding Winter Olympics will be multi-city hosted.
REFERENCES
HISTORY
Just how far back in history organized athletic contests were held remains a matter of debate, but it is reasonably certain that they occurred in Greece almost 3,000 years ago. However ancient in origin, by the end of the 6th century BCE at least four Greek sporting festivals, sometimes called “classical games,” had achieved major importance: the Olympic Games, held at Olympia; the Pythian Games at Delphi; the Nemean Games at Nemea; and the Isthmian Games, held near Corinth. Later, similar festivals were held in nearly 150 cities as far afield as Rome, Naples, Odessus, Antioch, and Alexandria.
Of all the games held throughout Greece, the Olympic Games were the most famous. Held every four years between August 6 and September 19, they occupied such an important place in Greek history that in late antiquity historians measured time by the interval between them—an Olympiad. The Olympic Games, like almost all Greek games, were an intrinsic part of a religious festival. They were held in honor of Zeus at Olympia by the city-state of Elis in the northwestern Peloponnese. Notions that the Olympics began much earlier than 776 BCE are founded on myth, not historical evidence. According to one legend, for example, the Games were founded by Heracles, son of Zeus and Alcmene.
The ideas and work of several people led to the creation of the modern Olympics. The best-known architect of the modern Games was Pierre de Coubertin, born in Paris on New Year’s Day, 1863. Family tradition pointed to an army career or possibly
politics, but at age 24 Coubertin decided that his future lay in education, especially physical education. In 1890 he traveled to England to meet Dr. William Penny Brookes, who had written some articles on education that attracted the Frenchman’s attention. Brookes also had tried for decades to revive the ancient Olympic Games, getting the idea from a series of modern Greek Olympiads held in Athens starting in 1859. The Greek Olympics were founded by Evangelis Zappas, who, in turn, got the idea from Panagiotis Soutsos, a Greek poet who was the first to call for a modern revival and began to promote the idea in 1833. Brookes’s first British Olympiad, held in London in 1866, was successful, with many spectators and good athletes in attendance.
ABOUT THE LOGO
The numerals “2034” are incorporated with the Olympic rings. The repetition of the lines represents the values of always striving to reach a new level, record, height, etc. With the metaphor of the rings which stands for the five parts of the world, it creates the combined meaning of striving for new heights across the world. Complimentarily it also ties into the environmental setting of Utah’s canyons and it’s sedimentations that show up in stacked layers.
The measurements of the mark revolve around the measurements of the individual rings. The wordmark is lined up with the width of the rings as well. The clear space around the mark is two-thirds the width of the rings.
Minimum Size: 0.25
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ALTERNATE LOGO
The alternate logo has the logomark paced next to the wordmark instead of stacked. It creates a horizontal image and can be used for more horizontal layouts.
LOGOMARK The logomark on its own is the representation of the sedimentations that are stratified in Utah’s canyons. The layers are also a metaphor for the theme of the Olympics which is “reaching new heights”.
Minimum Size: 0.25
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INCORRECT USAGE OF THE LOGO
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Individual graphic elements of the logo shouldn’t be scaled up or down. The placement should also not be altered. The spacing should remain the same and lastly the logo cannot be encased in a shape unless it it done to the logo as a whole.
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PRIMARY COLORS
The standard colors of the Olympic rings are the primary colors of the logomark. Black and white is used for the text.
SECONDARY COLORS
The red represents the landscape of Utah while the blue represents the winter season the Olympics take place in. Often used in gradients the blending of the two colors are a metaphor for a winter setting in Utah.
