The Olympics are an incredibly interesting venue for cultural advertisement. Every two years one city must come up with a new and exciting way to use or expand upon the same five colors. On top of that, what they create must reflect something essential about their country. Their design needs to read as a symbol of their culture.
In the early 1900's the poster advertisements were much more pictorial than the graphic solutions today. Below is a comparison of two cities that have hosted the Olympics.
These two are both very literal in interpreting the five rings, yet are completely different in design. Beijing is more bold, and captures the essence of their country in the marks of the typography and the logo. It has the calligraphic feel of Chinese symbols. Cortina d'Ampezzo is quite literal in relaying what their Italian town is famous for: its ski lodges, scenery and cold weather. Two very different design solutions for the same sporting event. Which do you prefer?
Images found here:
http://ninsox.com/xbox-360/beijing-2008-olympic-games-review/
http://www.obs.es/olympicbroadcastinghistory.html
