The history of the Olympics dates back to 776 B.C. when the Greeks measured time in Olympiads (the duration between each edition of the Olympic Games). This period marks the first written evidence of the official Games. However, according to the official Olympics website, the Roman Emperor Theodosius banned the Games in 393 A.D. for religious reasons, and they weren’t revived until the modern era. Given this ancient origin, much has changed about the Olympic brand since its beginnings. Let’s journey through history and review some of the most impactful brand changes to the Olympic Games.
The Introduction of the Olympic Brand
While the Olympics have roots in ancient history, the Olympic brand began to take shape when the Games were reintroduced in the late 19th and early 20th centuries. Since its inception, the Olympic brand has been built on inclusivity, universality, and the aspiration to unite the world through sport. The Olympic Rings, created in 1913 by Pierre de Coubertin, were the first visual representation of this brand. These interlocking rings, each a different color, symbolize the coming together of athletes from all corners of the globe, representing the five inhabited continents and the meeting of the world’s athletes at the Olympic Games. This powerful symbol underscores the core values of the Olympic Movement: friendship, respect, and excellence. Over the years, the Olympic brand has expanded beyond the rings to encompass a range of visual and thematic elements that reinforce its commitment to these ideals, including the Olympic flag, flame, motto, and the ongoing pursuit of peace and unity through sport.
The Origin of Olympic Symbols
The Olympic Rings, as previously mentioned, were created in 1913. The Olympic flag, which prominently displays these rings, was created a year later in 1914. However, neither the rings nor the flag made their Olympic debut until after World War I, at the 1920 Antwerp Games. Over the years, the design of the rings has seen various adaptations, but in 2010, the Olympics returned to the timeless design of the original rings, honoring their historical and symbolic significance.
The Olympic Flame, unlike the rings, traces its origins back to the ancient Olympic Games. However, it did not make its debut in the modern Olympics until the 1928 Amsterdam Games. The Olympic Torch relay, a tradition we are familiar with today, began in 1936. This relay was introduced to create a symbolic link between the ancient and modern Games, emphasizing continuity and the enduring spirit of the Olympics, and is a tradition we continue to this day.
Olympic medals were introduced at the start of the modern-day Olympic Games in Athens in 1896. The winners were awarded a silver medal, while those in second place received a bronze or copper medal. The St. Louis Olympic Games in 1904 were the first to award gold, silver, and bronze medals to first, second, and third place, respectively. This practice has since become a cornerstone of the Olympic Games, symbolizing the highest levels of athletic achievement. Over the years, the design and symbolism of the medals have evolved, often incorporating elements of the host country’s culture and heritage while maintaining their status as the ultimate prize in the world of sports.
Host Countries and Their Brand Identity
Hosting the Olympics allows countries to showcase their culture and heritage through the design of that year’s Olympic medals, logo, and mascot, giving each Olympic cycle its own unique identity within the overall Olympic brand. For example, the first Olympic medals, awarded in 1896, were simple silver and bronze designs (as seen above), while the Paris 2024 Olympic medals feature intricate, modern designs that reflect contemporary artistry and the spirit of the Games.
Similarly, the Olympic logo for Paris 1924 was a classic and straightforward design, while the Paris 2024 logo is a modern and innovative symbol that captures the dynamic spirit and contemporary vision of the Games.
Each Olympic logo offers a glimpse, not only into the culture of the host city, but also a glimpse into the current design trend of the time. Most of the logos from the 1920s-30s were black and white line drawings with several shields or circular emblems. In the 1950s we see color being introduced as the new standard moving forward. The logos of the 60s begin the simplistic, graphic approach of using shapes and line to make more abstract designs. In the 80s we see the logos become even more colorful, often incorporating the colors of the Olympic rings. The 2012 London Olympics logo shocked a lot of people with its bold hot pink design.
The first Olympic mascot, introduced at the Grenoble Olympics in 1968, was a simple character named Shuss. He was a little man on skiis and fun fact: his designer only had one night to prepare a plan for submission. Fast-forward 56 years, the mascot for Paris 2024 is a vibrant and imaginative representation that embodies the modern spirit and creativity of the Games.
Through these evolving symbols and traditions, the Olympic brand continues to grow, reflecting its storied history and its ongoing mission to unite the world through sport.
As we look back on the evolution of the Olympic brand, it’s clear that the Games have grown far beyond their ancient origins. Each host city adds its unique touch, enriching the legacy of the Olympics and showcasing the universal values of friendship, respect, and excellence. The enduring symbols, from the iconic rings to the vibrant mascots, continue to unite people across the globe, celebrating both athletic prowess and cultural diversity. The International Olympic Committee has been hard at work creating a new design system for the Olympics, which is scheduled to be fully rolled out at the 2024 Paris Olympics. This new branding reflects the modern spirit and innovative vision the Olympics strive to embody. As the Olympic brand evolves, it remains a powerful testament to the spirit of unity and the enduring power of sport to unite the world.
