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1996-2008 Olympic image landscape design : local culture resources development and organization

Author: HuXueQin
Tutor: WangMin
School: Central Academy of Fine Arts
Course: Art of Design
Keywords: Olympic Games Image and Look the Olympic brand native cultural resources cross-cultural communication development and organization
CLC: J524
Type: Master's thesis
Year: 2007
Downloads: 349
Quote: 3
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Abstract


After almost a century of development, the Olympic Games has become the biggest sporting and cultural event in the world. Thanks to the precious heritage of the Games, i.e.the Olympics and its everlasting human appeal, the Games and the Olympic rings are now one of the most valuable international brands. Since the 1980s, International Olympic Committee (IOC) has established sophisticated brand management concepts as well as a unique marketing system to obtain funds for the growing IOC and the Games. OGIP was founded by IOC in 1997 to lay down the direction and requirements on brand management and image design for the future Games.As a reflection of the economic, cultural and artistic outlook of the host countries, the Olympic image and design is always rich in history and culture. ’The Games has not only spurred the world’s best athletes to achievement, but also the world’s top designers to great works of art.’ (Liu Qi) It is the hope of every host country to present and promote her local culture to the world in the best possible light on the Olympic stage.This thesis aims to summarize the historical development of the Olympic image and identity since 1896; moreover, it also tries to explore the impact of the Olympic image and identity concept on the development and organization of native cultural resources, based on a study of OGIP for Summer Olympic Games between 1996 and 2008. In other words, we shall look at how to innovate,transform and coordinate the use of native visual language, so as to create a unique Olympic brand and image characteristic of the native culture and to realize transnational, cross-cultural and trans-media communication and exchange.

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