The Rome 2024 Olympic Games bid Monday launched its new colourful emblem, designed to evoke energy, beauty, passion and “the power of sport that unites the world”. The unveiling was held at the Palazzetto dello Sport with an audience of 2,500 school children and Italian Olympic athletes from the past and present, and was broadcast on television across Italy.
The red, green and white logo embraces imagery of the Italian flag and the iconic Roman Colosseum, with the city name “Roma” in blue text below. Interestingly the year “2024” does not follow the city name – a surprising departure from recent tradition. Instead, the subtext says “Candidate City Olympic Games 2024.”
The Olympic rings are also included below; that in conjunction with reference to the candidate city status is available to bid cities much earlier than in previous campaigns. In August the International Olympic Committee (IOC) dropped the applicant city phase from the bid process in accordance with new Agenda 2020 reforms and all cities that enter the race automatically qualify for inclusion on the final ballot without a shortlisting requirement.
Italian Olympic Committee (CONI) President Giovanni Malago said, “The logo for the 2024 Games is white, red and green because this is not a candidature about Rome but about all of Italy.”
“Like the world of sport we must engage the whole country. We must unite because this is a team sport. United and not alone, because we must win. Long live sport, long live Italy, and long live Rome,” he said.
It was also announced Monday that Rome will play host to golf’s prestigious Ryder cup in 2022, another potential boost to the city’s Olympic bid campaign.
Rome faces challengers Budapest, Los Angeles and Paris in its quest to host the Games in 2024. The IOC will elect a winner September 2017.
A senior producer and award-winning journalist covering Olympic bid business as founder of GamesBids.com as well as providing freelance support for print and Web publications around the world. Robert Livingstone is a member of the Olympic Journalists Association and the International Society of Olympic Historians.