Tuesday, December 1, 2009

Sochi, .RU Kidding Me?

Late yesterday I heard that the Sochi 2014 Olympic office planned to unveil their new official logo today, delayed by recent news events in Russia.

A few minutes ago I found the new Olympic logo news online, and my brain is still processing Sochi2014.ru (that's it!).

Knee-jerk initial reaction: Not crazy about this logo design, which for the first time is simply a custom font with the URL for the organizing committee. Unlike the clever "intercrossed C's" for Calgary 1988, the Northern Lights-inspired look for Lillehammer's 1994 logo, or the detailed skyline/snowflake for Salt Lake 2002, the Sochi 2014 Olympic logo does not really stir the soul.

According to the Associated Press ...

" ... The word 'sochi.ru' appears above the number '2014' in an apparent reflection, symbolizing the southern city's water-based location on the Black Sea ... Interbrand produced the logo, which was subsequently approved in a series of national and international surveys, [officials] said. [Officials] said the new logo would help break Western stereotypes of a Russia stuck in the past, instead promoting the country as a dynamic and modern nation capable of reaching out to new audiences in a digital age."

Borrowing a phrase from an English:Russian translation site: Ya ne paneemau.

It may take some time, and reading a few hundred pages of "Dr. Zhivago," to help me respond "da" to the new Sochi 2014 logo, but I'm sure in time my five-ringed brain will come to terms with the [dot] .ru - infused logo, and eventually the Sochi 2014 typeface will get added to favorite fonts.

I do like the video for the new logo, and encourage folks to view it in Russian or English. The views of the Black Sea and snow-capped Russian mountains are inspiring.

In honor of the new logo, I'll send a Moscow 1980 Olympic pin to the first international reader of this blog who posts a comment with their views on this new Sochi 2014 logo. Thanks/спасибо for reading!

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