Sochi 2014 has revealed the concept of an “integrated visual look” for the 2014 Winter Olympic and Paralympic Games.
Sochi 2014 says its Look of the Games concept design is a combination of 16 designs representing the most famous traditional Russian arts and crafts, ranging from Gzhel to Khokhloma. The concept is intended to express the character of modern Russia while introducing guests from all over the world to traditional Russian hospitality.
In keeping with the Sochi 2014 brand, the bid committee said the Look of the Games concept is based on the idea of every resident of the country participating in the Sochi 2014 Games. The concept portrays emotion and moderation, fact and expression – the Russian character that is inherent in every resident of Russia.
The concept represents a unified design for sports venues, infrastructure facilities, city streets and squares. Sochi 2014 said it will provide a “stunning backdrop” to the 2014 sports events and will be the clear distinctive feature that creates a unified appearance for the Games.
The Games Look will help create the festive mood of the Games, and will be the first and lasting impression for millions of visitors, said Sochi 2014.
