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Sochi Olympics Puts A Humble Logo On A Garish Games

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February 04, 2014 AT 4:21 AM
The upcoming Winter Olympics in Sochi are set to be the most lavishly expensive that the world's ever seen, but you wouldn't know it by looking at the logo. Excepting the Olympic rings, there's no drawn element here, leaving the viewer to construct his own metaphors — such as the apparent reflection between Sochi's name and the year 2014, which has been argued to suggest the duality of combining tradition with innovation. In discussing the logo's design with The New Yorker , Guo Chunning — who designed the Beijing 2008 emblem — says he was surprised by its minimalism and lack of a graphical element.