Olympic pictograms are understood by everyone

By Markus Osterwalder

Pictograms, as we know them today, are a fixed com- Oslo 1952 – Norway ponent of the Corporate Designs of every Olympic host VI Olympic Winter Games city, and that since the Tokyo Games of 1964. To be sure, 14–25 February 1952 Bobsleigh simple illustrations were developed for the 1924 Paris Cross Country Games, which had more or less the same function as to- Figure Skating day’s stylised pictograms. These signs were employed in Ice Hockey the regulations of the individual sport, as shown by the Ski Jumping example of football (far right). Speed Skating The word pictogram comes from the Latin ­“pictum” (“painted” or ­“picture”) and from the Greek ­“gráphein”, After pictograms had been used in 1948 at the ­Summer which means ­“to write”. It involves a single symbol Games in London, at the next Winter Games similar or ikon that transmits a piece of information through ­illustrations were employed. They were however only ­simplified graphic representation. used on the entry tickets in eight different sports. Addi- The pictograms have arisen from the need to create tionally there was a separate sign for the cross-country independent symbols which are understood by all, in­ relay. A further novelty were pictograms for the Opening dependent of their linguistic or cultural background. and Closing Ceremonies. Paris 1924 (Football) Traditionally since 1936 individual pictograms have been developed and sometimes even for individual events. Furthermore extra signs for signage arise at all Games. There follows an overview of the pictograms of Winter Games.

Garmisch-Partenkirchen 1936 – Germany IV Olympic Winter Games 6–16 February 1936

Cortina d‘Ampezzo 1956 – Italy VII Olympic Winter Games 26 January–5 February 1956

Bobsleigh Alpine Skiing For the first time pictograms were formed for Garmisch- Ice Hockey Partenkirchen, in this case together with those for the Cross Country Berlin Summer Games. Although in the final analysis they were not used in any form, the series was publi- cised in 1935 in Germany. The four signs were intended In 1956 as well illustrations with the character of picto- for the sports of sledging, ice hockey, skating and skiing. grams were designed for the entry tickets. They came For the V Winter Games of 1948 in St Moritz there were into use for all sports as well as for the Opening and no such plans. All information was given purely in Closing Ceremonies. ­language. For the Winter Games in Squaw Valley in 1960 and Innsbruck in 1964 the organisers did without developing similar pictograms.

JOH 1 | 2014 Olympic pictograms are understood by everyone 71 Alpine Skiing Downhill Grenoble 1968 – France Alpine Skiing Slalom X Olympic Winter Games Biathlon 4–18 February 1968 Bobsleigh Cross Country Skiing For the first time new graphic methods were used in Figure Skating 1968 in Grenoble, which aimed at a lively, filmic ­effect Ice Hockey and from a distance give the illusion of movement, Luge but at the same time remain logo-like. Nine sports Ski Jumping were documented with pictograms, including ­alpine Speed Skating skiing with two signs (downhill and slalom). For the Ceremonies Nordic combination the pictograms cross-country ad ski-jumping were used. The Opening and Closing ­Ceremonies each had its own sign. The graphic designer and typographer Roger ­Excoffon (1910-1983) created the look and feel including the ­pictograms. These can be found on the entry tickets, programmes and also on the winners’ medals.

Alpine Skiing Downhill Sapporo 1972 – Japan Alpine Skiing G. Slalom XI Olympic Winter Games Alpine Skiing Slalom 3–13 February 1972 Biathlon Bobsleigh For Sapporo many tried and trusted elements of the Cross Country Skiing 1964 Tokyo Games were adapted. The task went to the Figure Skating same designers who had previously been given the task Ice Hockey of adaptation. For the pictograms it was the Japanese Luge artist Yoshiro Yamashita, who created the pictograms in Nordic Combined the same style as eight year earlier in Tokyo in a “wintry” Ski Jumping form. Speed Skating For the ten sports a total of twelve pictograms were Opening Ceremony developed. For the alpine competitions there was a Closing Ceremony ­single pictogram in all three events. The Nordic combi- nation for the first time had its own sign. The Opening and Closing Ceremonies were also considered.

Alpine Skiing Downhill Innsbruck 1976 – Austria Alpine Skiing G. Slalom XII Olympic Winter Games Alpine Skiing Slalom 3–15 February 1976 Biathlon Bobsleigh 2-men As twelve years previously the Organising Committee Bobsleigh 4-men entrusted the Innsbruck graphic designer Prof. Arthur Cross Country Skiing Zelger with the creation of the logo, the poster, the Figure Skating singles ­entry tickets and the pictograms. He designed in total 14 Figure Skating pairs ­pictograms in ten sports: three for the alpine events. The Ice Hockey sports of bob, figure skating and luge were divided into Luge Singles the different events. For the Nordic combination, Open- Luge Doubles ing and Closing Ceremonies there were no ­pictograms. Ski Jumping Speed Skating

72 Lake Placid 1980 – USA Alpine Skiing Downhill XIII Olympic Winter Games Alpine Skiing Slalom 12–24 February, 1980 Biathlon Bobsleigh The Americans too, acted on the example of Montreal Cross Country Skiing 1976, who had bought the rights to the pictograms from Figure Skating the Organising Committee of Munich 1972, and too over Ice Hockey the designs of Innsbruck 1976. However the signs were Luge placed vertically, but interestingly not in the biath- Ski Jumping lon and cross-country, where only small changes were Speed Skating made. Additions here were pictograms for the Opening Opening Ceremony and Closing Ceremonies. The symbols could be found on Closing Ceremony the entry tickets, the official publications and descrip- tions of routes/noticeboards.

Sarajevo 1984 – Yugoslavia XIV Olympic Winter Games Alpine Skiing Downhill 7–19 February 1984 Alpine Skiing G. Slalom Alpine Skiing Slalom In the 1970s and 1980s the style of the pictograms was Biathlon ­essentially characterised by the minimal reduction of the Bobsleigh 2-men elements, which were based on the design from Tokyo Bobsleigh 4-men 1964. Cross Country Skiing For Sarajevo 1984 the components of movement, Figure Skating singles which had already been used in Grenoble, came into Figure Skating pairs play again. Fine lines simulate the speed of the sports- Ice Hockey men and sportswomen. Luge Singles The pictogram of the Nordic combination ­participants Luge Doubles consisted this time as well of the two signs of the ski- Ski Jumping jumpers and cross-country skiers. For the Opening and Speed Skating Closing Ceremony the same pictogram was used. The Ceremonies pictograms could be found on all entry tickets, ­official publications and for the first time in the realm of ­souvenirs. Alpine Skiing Downhill Alpine Skiing G. Slalom Calgary 1988 – Canada Alpine Skiing Slalom XV Olympic Winter Games Biathlon 13–28 February 1988 Bobsleigh Curling The pictograms of Calgary 1988 were very close to those Cross Country Skiing of the 1972 Munich Summer Games. For the first time Figure Skating singles they were converted into two different versions: a rec- Figure Skating pairs tangle and a circle. Freestyle Aerials In the Organising Committee there was a design Freestyle Moguls ­section, responsible for the creation of the pictograms. Ice Hockey Additions were the symbols for the demonstration sports Luge of curling and freestyle. The Nordic combination compet- Nordic Combined itors also had their own sign. For the Opening and Closing Ski Jumping Ceremony the same pictogram was used, once on a white Speed Skating and once on a black background. They were used on the Opening Ceremony entry tickets, official publications, the Olympic torch and Closing Ceremony in the realm of souvenirs.

JOH 1 | 2014 Olympic pictograms are understood by everyone 73 Alpine Skiing Downhill Albertville 1992 – France Giant Slalom/ Super G XVI Olympic Winter Games Alpine Skiing Slalom 8–23 February 1992 Biathlon Bobsleigh A new age for the creation of pictograms dawned with Cross Country Skiing Albertville. The organising committee at the end of the Curling 1980s entrusted the Parisian agency “Desgrippes Asso- Figure Skating ladies ciés” with the definitive version of the logo and with the Figure Skating men entire Corporate Design of the Winter Games. The chosen Figure Skating pairs sign language – something new – was the brush stroke. Freestyle Moguls All pictograms were developed in the same style. Freestyle Ballet At the same time the brush technique in a similar Freestyle Aerials form came to be used as a design technique for the 1992 Ice Hockey ­Barcelona Summer Games. Whether that was coinci- Luge dence or not is hard to prove. Nordic Combined For the twelve sports as well as the demonstration Short Track competitions in freestyle (Ballet and Aerials), speed Ski Jumping skiing and curling a total of twenty pictograms were Speed Skating ­developed. The Opening and Closing Ceremonies also Speed Skiing had a common symbol. Ceremonies

Lillehammer 1994 – Norway XVII Olympic Winter Games 12 – 27 February 1994

Alpine Skiing Downhill In Lillehammer a new design epoch began again. While Alpine Skiing Super G until then the pictograms were without any relation- Alpine Skiing G. Slalom ship to the host country, its culture or history, the team Alpine Skiing Slalom of Peter Moshus developed a concept that rested on the Biathlon 4000 year old prehistoric cave painting of a skier. By this Bobsleigh orginality of presentation these were certainly the most Cross Country Skiing successful. Figure Skating It was extremely important to the organisers to show Freestyle Skiing that the values of the Games shared the same roots as Ice Hockey those of the Olympic Movement and of Norway. It was Luge about closeness, participation, joy, naturalness and fair Nordic Combined play. Short Track Implementations were realised on mostly natural ma- Ski Jumping terials like glass, metal, paper, textiles and wood. The Speed Skating marketing of the elements, especially of the pictograms, was extremely successful. Cultural Olympiad All in all 15 pictograms were developed for all sports Torch Relay and some events. In addition there were symbols for the Volunteers cultural Olympiad, the torch relay, the volunteers and Environmentals the area of ecology.

74 Nagano 1998 – Japan Alpine Skiing Downhill XVIII Olympic Winter Games Alpine Skiing Slalom 7–22 February 1998 Biathlon Bobsleigh As a rule an Olympic logo is presented several years Cross Country Skiing ­before the appearance of the pictograms. In the case Curling of Nagano 1998 the Organising Committee charged the Figure Skating agency “Landor Associates” with its headquarters in Freestyle Skiing the USA with developing all design elements including Ice Hockey logo and pictograms. By this unusual procedure it came Luge about that in the emblem of Nagano the style of the Nordic Combined ­pictograms was visually recognisable. Short Track In the logo six different sports were formed into a Ski Jumping ­hexagonal ice crystal. Through this arrangement arose Snowboard in addition the form of a fragile mountain flower. Speed Skating There were 15 different sport pictograms as well as a common one for the Opening and Closing Ceremonies. They were used on all entry tickets, official publications, on the torch, in the signage and on many souvenirs.

Salt Lake 2002 – USA XIX Olympic Winter Games 9–24 February 2002

Above the blaze of the camp fire, a smoky cloud dances Alpine Skiing Downhill against the darkening veil of twilight. A cowboy, as on Alpine Skiing G. Slalom the photo below, is heating an old branding iron in the Alpine Skiing Slalom fire. This is a simple action with a deep cultural reso- Biathlon nance, for the history and traditions of the branding Bobsleigh irons symbolise the American West and define a region, Cross Country Skiing a culture and a way of life. Curling The Salt Lake pictograms are based on this idea. Figure Skating single ­Because the branding iron denotes a farm and its sur- Figure Skating Pairs rounding area, the pictograms represent the region and Freestyle Aerials culture around Salt Lake City and all the competition Freestyle Moguls sites for the observer. Ice Hockey The basic formation of the pictograms of 2002 were Luge based on the design of the logo. For the colour an Nordic Combined amber-coloured fiery yellow was chosen, standing for Short Track the Olympic flame and the courage of the athletes. The Skeleton background colours were either red sandstone of tur- Short Track quoise. Together these colours symbolise the desert Ski Jumping landscape and the mountains of the federal state of Snowboard Utah. The image of the Winter Games, including the picto­ grams, was developed by the agency “EvansGroup ­Marketing and Communications” in Salt Lake, together with their San Francisco partner “Landor Associates”.

JOH 1 | 2014 Olympic pictograms are understood by everyone 75 Alpine Skiing Downhill Torino 2006 – Italy Biathlon XX Olympic Winter Games Bobsleigh 11–26 February 2006 Cross Country Skiing Curling The 15 pictograms are the result of a perfect integra- Figure Skating tion of the visual concept and the “Look of the Games“, Freestyle Skiing which by the use of transparencies on various levels Ice Hockey evokes a depth and even a three dimensional appear- Luge ance. Nordic Combined Thus arose the illusion of movement, which gives the Short Track pictograms a high measure of dynamism. This stylistic Luge form reflected the innovative design of the Italians at Ski Jumping the start of the 21st century. Snowboard Three types of pictogram were implemented: 1st Speed Skating ­Banners, 2nd filled out and 3rd Artistic version (only for the Ceremonies use of licensed products). Medal Plaza It was noticeable that the “Look of the Games”, to- gether with the pictograms, was developed not by an Italian firm but by the design agency “Iconologic” whose HQ was in Atlanta. Extraordinary and a novelty was the conflation of the “Look of the Games” and the pictograms, as can be recognised on the entry tickets and the Games poster. A further pictogram was created for the Opening and C­losing Ceremonies as well as for the victory ceremonies.

Alpine Skiing Vancouver 2010 – Canada Biathlon XXI Olympic Winter Games Bobsleigh 12–28 February 2010 Cross Country Skiing Curling The 19 sport pictograms of Vancouver were an integral Figure Skating part of the entire image. In a similar form as in Turin, the Freestyle Skiing Aerials pictograms were additionally conflated in a very com- Freestyle Skiing Moguls plex execution with the “Look of the Games” Freestaly Sk. Ski Cross The design team of the Organising Committee (VANOC) Ice Hockey under the leadership of Leo Ostbaum created all the ele- Luge ments for the Corporate Design. For the working out of Nordic Combined the pictograms the Dutch illustrator Irene Jacobs was Short Track engaged. As a model for the pictograms/illustrations the Skeleton art of stenciling, sports photography and the world of Ski Jumping Manga comics was used. Snowboard Cross Derived from the sport pictograms, there had never Snowboard Parallel GS before been such lively and realistic sports illustra- Snowboard Halfpipe tions. They were used for the entire communication of Speed Skating the Games including for advertising purposes, licensed products and for the digital media.

76 Sochi 2014 – Russia Alpine Skiing Downhill XXII Olympic Winter Games Alpine Skiing Slalom 7–23 February 2014 Biathlon Bobsleigh Cross Country Skiing Curling Figure Skating Freestyle Skiing Ice Hockey Based on Nikolai Belkov’s design for the 1980 Moscow Luge Summer Games, a total of 22 were developed for the Nordic Combined 15 sports. These pictograms existed in two different Short Track ­versions: simple and monochrome, in this case blue, as Ski Jumping well as illustrative graphics. Snowboard In view of the Olympia logo presented at the end of Speed Skating 2009, it could have been expected that the creation of the pictograms would be less massive and angular. But Ceremonies in comparison with the script the pictograms used give a Medal Ceremonies more playful effect, the images are almost of a childlike naivety. Cute, but also pleasant are the little men – to a certain extent the childlike concept of the series of Otl Aicher on the occasion of the Olympic Games of 1972 in Alpine Skiing Munich. Luge In any case the Sochi pictograms were readily under- Ice Hockey standable. The attempt was not made, as for instance in Vancouver 2010, to load the standard pictograms too artistically. The illustrations followed textile design, as is ­typical Speed Skating for Russian dress. The creation was an important in­ Figure Skating gredient of the visual concept. The intention was to Nordic Combined create a sort of Russian patchwork quilt, which was to characterise the image of the Winter Games, in the words of the official description. Curling Here are some examples. The various patchwork pat- Freestyle Skiing terns were developed by the firm of Bosco and formed Biathlon the “Look of the Games”. The aim of this image was to trigger emotions through pattern and colour and to present the huge variety of ­cultures, traditions and handcrafts of the 89 Russian ­regions. Every single lozenge contained its own pattern, Look of the Games which were amalgamated in a Russian patchwork quilt. • Russian Patchwork

JOH 1 | 2014 Olympic pictograms are understood by everyone 77