• Transform magazine
  • June 20, 2019

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Articles

Tokyo Olympics branding progresses with 500 days to go

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With just under 500 days to go until the opening ceremony of the Tokyo Olympics in 2020, the brand development of the games is in full swing. The Tokyo Organising Committee has u...

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Uncovering the Olympic brand story at the Olympic Museum

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For two weeks every two years, millions of people around the world will be staring at a single brand. No matter the feeling it evokes, there is one thing certain of Olympic Games branding, it will be seen and experienced by m...

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Dispatches from Cannes Lions, part two

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Olympic athletes are inspiring. They offer the world their drive, their success, their failure and most of all, their stories, in every Olympiad. At Cannes Lions today, they offered creative professionals their opinions on wo...

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Olympic branding, examined

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Branding and design excellence have come to define the Olympic Games. Brands require consideration of a country’s culture, traditions and future at the Games, team and national levels, alike. Brittany Golob analyses branding...

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Peer perspectives: Beijing 2022

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Olympic brands are notoriously challenging to get right and they can fall victim to longstanding visual clichés. With the unveiling of the Beijing 2022 Winter Olympics emblem, Gregg Finlay examines the approach, the successes...

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K-pop-inspired Olympics

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When Discovery, owner of Eurosport, was commissioned to broadcast the next four Olympic Games, it committed to attracting a wider, younger audience to make more people interested in the Olympic Games by turning the broadcast...

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Sun, snow and sliding in Olympic team branding

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Unlike bobsledders who compete by sliding downhill, some brands have to face an uphill battle when it comes to brand recognition. They struggle to gain the attention of their target audiences, and once gained, to retain it....

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Russian brand banned from PyeongChang Olympics

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The Olympic flag is internationally recognisable. It stands for clear values and it represents millions of athletes. But occasionally, it represents individuals as well. And in that case, it takes the place of the national fl...

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Timeline: Winter Olympics

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In the Olympic Charter, the distinction for sports played during the Winter Games is that they must be “practised on snow or ice.” As the world prepares for the 2018 Winter Olympics to kick off in PyeongChang, South Korea, he...

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Ice, snow and celebration at Beijing 2022 emblem unveiling

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Olympic branding is often reliant on language and typeface design to convey a message. The upcoming Winter Games in PyeongChang reflect this as the city’s Olympic logo is a stylised rendering of two Korean characters. With th...

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