Sochi 2014 Finally Debuts Innovative, New Logo

New Olympic brand for Sochi 2014 Winter Games

The Sochi 2014 Olympic Organizing Committee debuted their new logo and tagline at a press conference in Moscow Tuesday. 

The new 2014 Olympic Winter Games logo for Sochi can be spelled out easily, and literally.  The text "sochi.ru" immediately above a "2014" with the Olympic rings to the right pretty much sums up the look.  The characters are very bold with rounded edges and the entire text portion is a light blue colour.  The ".ru" is outlined in the same colour but filled with white.  Interesting symmetry between the top and bottom lines adds some interest.

The use of the Internet domain name "sochi.ru" is the digital component that Sochi 2014 President Dmitry Chernyshenko hinted at last week - it leads directly to the Games official Web site.  The ".ru" reminds the audience that the Games are being staged in Russia.

The Sochi 2014 logo is unlike any in Olympic history.  Instead of a colourful abstract image portraying a theme or cultural aspect of the host city that is accompanied by the city name and year - the city name and year make up the entirety of the logo.  And, for the first time an Internet address is integrated into the message.

London's logo for the 2012 Olympic Games is similar in that the abstract part of the image is the year written in large, grafitti style letters.  And like London's logo - the Sochi 2014 text can take on various colours and patterns across its face allowing for easy integration with partner brands and various themes. 

“We believe this is an historic day for Russia and for winter sport. Sochi 2014 has always been about being a Gateway to the Future and our new brand demonstrates that commitment more strongly than ever" said Sochi 2014 President Dmitry Chernyshenko.

“To prove our commitment to innovation, Sochi 2014 will have a clearly digital Games emblem. Today, we welcome tomorrow. We are offering an invitation, an icon and an inspiration to people from across the world to celebrate the thrill of Russia’s first Olympic Winter Games.

Officials refused to disclose the cost of the logo - they would only share that the process was open to tender and cost less than the 400,000 pounds that London 2012 paid for their logo two years ago.

The logo will become the most important element of the overall branding strategy of Sochi 2014.  As well as being the central part of the "look" of the Games - the emblem will adorn billions of dollars worth of advertising, marketing and merchandising.  Sales of clothing, pins, coins, beverage containers, video games and more will be driven in part by the attractiveness and acceptability of the logo.

Olympic logos are always tightly guarded secrets prior to their unveilings but a very similar Sochi logo made its rounds on the Internet just days ago.

The logo is certain to raise a few eyebrows and it is already drawing some criticism on various Web sites - most suggesting that the mark is "dull" and missing the traditional graphic symbol - but this logo does have marketing potential.

The ceremonies launching the new brand took place behind closed doors Monday out of respect for the victims of the Nevsky Express train derailment that occured in Russia Friday.  A moment of silence was observed prior to the spectacular proceedings at Red Square in Moscow that included several dignitaries, a skating exhibition and a concert featuring Russian pop stars.

Sochi officials say video of the event will be released in the coming days.