I
Lead-in. Think of the international sports competitions. Are these competitions
popular in your country? What emblems and logos do you associate with these
competitions?
2) 1900 – Paris, France
3) 1904 – St. Louis, United States
5) 1912 – Stockholm, Sweden
7) 1924 – Paris, France
8) 1928 – Amsterdam, Netherlands
9) 1932 – Los Angeles, United States
11)
1948 – London, United Kingdom
12)
1952 – Helsinki, Finland
13)
1956 – Melbourne, Australia
15)
1964 – Tokyo, Japan
16)
1968 – Mexico
18)
1976 – Montreal, Canada
19)
1980 – Moscow, Soviet Union
23)
1996 – Atlanta, USA
24)
2000 – Sydney, Australia
25)
2004 – Athens, Greece
26)
2008 – Beijing, China
27)
2012 – London, United Kingdom
28)
2016 – Rio de Janeiro, Brazil
I believe….
d)
The cover design of the expo’s daily program was used for the poster.
Accompanied by ornaments, it is written in bold letters. In the middle of
the poster is an area showing the city. With its curved lines,
the image has an Art Nouveau style, offering an overall view of the city.
h)
The image shows a runner brandishing a laurel branch, a
symbol of victory. The wording Olympische Spiele appears on a blue background. The flag
of the Netherlands floats at the bottom of the image.
k)
The poster moved away from the figurative style frequently
used in previous Olympic posters. With a pure design, it presents a three-page
invitation that opens up towards the reader, standing out on a bright blue
background. The Olympic rings feature on the first page, and a colour
reproduction of the coat of arms of Melbourne appears on the last page.
u)
To celebrate the centennial of the modern Olympic Games, the
poster combines classic and contemporary symbols. The athlete is at the centre
of the illustration, on a background of the Olympic colours. A light grey
version of the torch from emblem can be seen on the athlete’s torso. Through
this drawing, the artist’s intention is to represent equally a man and a woman,
as well as all the ethnicities of the participants at the Olympic Games.
x)
The official poster shows birds flying above a mountainous
landscape. The emblem of the Games is featured at the top of the poster. It
represents a running, dancing human silhouette formed from the Chinese
character jing (which means “the capital”).
II
Watch the video. Put the sentences from the talk in order (1-4).
A.
Everyone is part of this emblem and that’s why it’s, in my opinion, a
fantastic logo and still working after so many years.
B.
A ring is eternal, it’s a circle.
C.
It’s a piece of the world designed for everyone.
D.
And then it’s going to disappear and go off into the archives as a piece
of Olympic history.
III
Watch the video and fill in the gaps with the words from the list.
identity; symbolism; represent; simple;
international; ongoing; rings; continents; go; over; fantastic; rules; generation;
brands; history; flag; eternal; tremendous exposure; circle; Apple; global; shape;
put their own stamp; designed; responsibility; disappear
What other 1)____________ can you imagine that is only asked to work in a very
short time frame? This really is given 2)______ ______, more than any other identity and
then it’s 3)_________.
And then it’s going to 4)____________ and go off into the
archives as a piece of Olympic 5)____________
and the next city is going to go and 6)______ ______
_____ ________on it.
Salt Lake is going to come and 7)____________. It did come and go. The
next Olympics came and went, and so on and so on, but the part that is 8)____________ are those 9)____________.
If you think of the strongest 10)____________ right now, you have
Nike, you have Coca Cola, you have 11)____________,
and I would put the Olympic Rings in that category as well. And there’s so much
beautiful 12)____________ in the
rings. A ring is 13)____________, it’s
a 14)____________. It goes forever. The
five rings 15)____________ the five 16)____________ and the colours of the
rings represent one colour from every 17)____________
in the world.
It feels 18)____________ because of its 19)____________.
It feels 20)____________ because of
its colours and it feels so 21)____________
and clear.
If you think about it, the Olympic
Rings are very basic and from a logo perspective, they stand up really well.
It’s a piece of the world 22)____________ for everyone. Everyone
is part of this emblem and that’s why it’s, in my opinion, a 23)____________ logo and still working
after so many years.
When you get handed the rights to the
Olympic Rings and you get given the 24)____________
and the guidelines, you feel a huge 25)____________
to look after, to protect, but also to also to grow and to make sure there’s a
next 26)____________ of people that
know and understand what that mark stands for.
IV Match the words
used in the video and the words with the definitions. Use 2 words in your
sentences.
identity; exposure; eternal;
global; rights; responsibility; generation; stand for
1.
characteristics of the thing
2.
showing, presentation
3.
legal authority
4.
people of about the same age
5.
lasting for a very long time or forever
6.
worldwide
7.
mean, symbolize
8.
duty to do something
V Watch the video again. Are the
sentences true (T) or false (F)? Correct the false statements.
1. Every host city puts its stamp on
the Olympic Games logo.
2. Nike, Coca Cola, and Apple are
example of sports brands.
3. Olympic Games logo is an oval.
4. Ring symbolizes eternity because it
has no beginning and no end.
5. The six Olympic rings represent the
six original competitions.
6. The colours of the rings represent the
colours of the most popular Greek clothes.
7 Olympic rings feel global because of their
shape.
8. Olympic Games logo feels
international because of its size.
9.Olympic Games logo has the same look
at every Games and never changes.
10. Every generation of people should
know and understand what that mark stands for.
VI Watch the video. Put the sentences from
the talk in order (1-8).
A.
Visual identity is very important for the Olympic Games.
B.
There is no strategy or guidelines as to how to display of these rings.
C.
There is history that is behind the Olympic Movement.
D.
The Games were organised in Paris, St Louis, London, and it was a
success.
E.
The first edition of the modern Games were organized in 1896 in Athens.
F.
Coubertin designed the five rings.
G.
Olympic rings show that the competitions are organized in a specific
country, but at the same time it’s a way to speak to the world.
H.
It started in Athens.
VII Watch the video. Complete the sentences with the words you
hear.
There is this 1)____________, this history that is behind the 2)____________ Movement and behind the
Games. Pierre de Coubertin 3)____________
the International Olympic Committee in 1894 in Paris and two years later, he
was able to 4)____________ the Games
in Athens, the first edition of the modern Games. For him, it was a pedagogical
5)___________. It was a strong
message that he wanted to deliver.
It was really to help people to live 6)____________ and to respect others, to
7)____________ together in a way to
be better in everyday life. So it started in Athens. The Games were organised
in Paris, St Louis, London, and suddenly, it was a 8)____________.
Coubertin felt that it was very 9)____________ to have something that can
remind people that these 10)____________
were something special, so he was certainly the one who created the most 11)____________ brand in the world. Coubertin
12)____________ the five rings early
in the 20th century and suddenly the five 13)____________
appear, but there is not a real programme or a strategy regarding the display
of these rings. But suddenly there is a fusion of the 14)___________ of host 15)__________
with the Olympic Movement.
Visual identity is very 16)____________ to remind that the
Olympic Games are something that happens in a specific 17)____________, in a specific city, but at the same time it’s a
way to speak to the 18)____________.
VIII Watch the video
again and answer the questions.
1Who created the International Olympic Committee? When was the International Olympic
Committee created?
2 In what city was the first edition of the modern Games organised? When was it organised?
3 What was the message
or the main idea of the Olympic Games?
4 In what other cities
were the Games organised? Were the Games successful?
5 Who designed the
Olympic rings?
6 What is the fusion in
the Olympic Games rings?
7 Why is visual
identity important for the Olympic Games?
IX Look at the design
of the Summer Olympic Games posters (1896-2016). A) Match the poster, the name
of the city that hosted the Games, and the year of the Summer Olympic Games.
1) 1896 – Athens, Greece
2) 1900 – Paris, France
3) 1904 – St. Louis, United States
4)
1908 – London, United Kingdom
5) 1912 – Stockholm, Sweden
6)
1920 – Antwerp, Belgium
7) 1924 – Paris, France
8) 1928 – Amsterdam, Netherlands
9) 1932 – Los Angeles, United States
10)
1936 – Berlin, Germany
11)
1948 – London, United Kingdom
12)
1952 – Helsinki, Finland
13)
1956 – Melbourne, Australia
14)
1960 – Rome, Italy
15)
1964 – Tokyo, Japan
16)
1968 – Mexico
17)
1972 – Munich, West Germany
18)
1976 – Montreal, Canada
19)
1980 – Moscow, Soviet Union
20)
1984 – Los Angeles, United States
21)
1988 – Seoul, South Korea
22)
1992 – Barcelona, Spain
23)
1996 – Atlanta, USA
24)
2000 – Sydney, Australia
25)
2004 – Athens, Greece
26)
2008 – Beijing, China
27)
2012 – London, United Kingdom
28)
2016 – Rio de Janeiro, Brazil
B) In the early years we can see elaborate poster and sign
paintings. With the years, these detailed designs have been replaced
by simple graphics of symbols and logos. With the
years, these detailed designs have been replaced by simple graphics
of symbols and logos. Match the logo, the name of the city that
hosted the Games, and the year of the Summer Olympic Games. Match the logo with
the description and analysis of the symbols it shows. Use expressions below to
explain your choice.
I believe….
In my view…
To my mind…..
It seems to me that…
a)
The poster shows a group of athletes making the Olympic
salute. In front of them are palm leaves, a symbol of victory, and the Paris
coat of arms. The French flag floats in the background.
b)
The poster features the Games emblem, which is made up of
three elements: the Olympic rings, the track of a stadium, which also forms the
silhouette of a typical building, and a five-pointed star placed above.
c)
The image shows the cover of the official report, which is often named
as the poster of the Games. The illustrations refer to the ancient Greek origin
of the games. The image contains a number of references to Antiquity. At
the top, the year 776 BC is traditionally given as the date of the first
ancient Olympic Games. The young woman representing the goddess Athena holds in
her hands a branch and a foliage crown. At the ancient Panhellenic Games, a
foliage crown was awarded as the highest prize, and the type of foliage varied
depending on the location of the competition. The goddess stands before a view
of the Acropolis and the Panathenaic Stadium. As with the Acropolis, the
Stadium dates back to Antiquity, when it hosted the Panathenaic Games, which paid
homage to Athena.
e)
The poster features Millennium Man, the figure in motion – formed
by boomerangs, in a reference to the country’s indigenous culture – that was
the emblem of the Games. Above him, a white flash representing the smoke of the
Olympic torch evokes the peaks of the famous Sydney Opera House, which also
appears at the bottom of the image. Millennium Man is placed against a blue
background on which a human silhouette is seen running, and the names of the
participating cities appear in tiny letters.
f) The
poster shows a high jumper in the Stadium at Shepherd’s Bush. Behind him are
the swimming pool and the cinder running track. The image of an athlete was
painted by Arthur Stockdale Cope. For the first time, the design is more
related to the sporting event, rather than the hosting city.
g)
The emblem appears in the centre of the poster. The elements
that make up the emblem appear to be radiating outwards, spiralling out in all
directions with black and white parallel lines that give the impression of
movement and recall the motifs of the Indian Huichol people.
i)
The poster shows a bronze statue of Finnish runner Paavo
Nurmi, a famous athlete who won a total of twelve Olympic medals. The statue
was realised by the well-known Finnish sculptor Wäinö Aaltonen. The figure of the
runner is superimposed over a part of the Earth, which shows Finland outlined
in red.
j)
The poster shows the four-horse-drawn chariot on the
Brandenburg Gate, a symbolic monument of the city of Berlin. In the background
is the figure of a crowned winner. In the foreground the place and date of the
Games are mentioned. The Olympic rings feature at the top of the poster.
l) The poster shows
the Ancient Greek custom of sending a young athlete to announce when the next
Games would be held. The image was created using a clay model that was
photographed then painted to give a 3D effect.
m)
The poster of the Games refers to both Ancient Greece and the
international community of all participating countries. In
Belle Epoque style, the poster shows a discus thrower in the foreground. Behind
him are various swirling flags, attached to each other. In the background we
can see the symbolic monuments of the host city: Notre Dame Tower, the Grote
Markt, the Town Hall, and at the top right the coat of arms of the city.
n)
This poster is a modern adaptation of the Belvedere capital,
which was originally found at the Baths of Caracalla in Ancient Rome. The
capital shows a scene of acclamation of a victorious athlete, who, in line with
Roman custom, is crowning himself with the right hand and holding the palm of
victory in his left hand. The Capitoline Wolf, the symbol of Rome, feeds the
twins Romulus and Remus, the legendary founders of the city. The image was
inspired by the famous bronze statue exhibited at the Palace of the Conservators
in Rome.
o)
It is a simple and dynamic reinterpretation of the Rising Sun
of the Japanese national flag, associated with the Olympic rings.
p)
The poster shows the silhouette of the roof in the shape of a
tent of the Olympic installations. The Olympic tower stands in the background.
At the top are the dates of the Games, as well as the official emblem, which
was also designed by Otl Aicher. The poster was based on a photograph whose
colours were re-worked to correspond to the palette established for the visual
identity of the Games. A nylon texture was used to simulate the roof structure.
q)
The poster includes the emblem of the Games, the star in
motion, and recreates the horizontal lines using various images. Its design of
three interlocked star shapes evokes the spirit of competition between equals.
At the same time its horizontal bars are intended to represent the speed of the
athletes’ pursuit of excellence. The stars convey both the national and
international aspect of the Games as they are present on the US flag, as well
as on the flags of more than 47 other nations.
r)
Abstract shapes were arranged to spell out “2012”. “London” and the
Olympic rings have been placed inside the shapes. It is a clear
reference to the five rings that make up the Olympic symbol.
s)
The poster symbolises the motto of this edition of the Games:
Harmony and Progress. The rings are in bright colours to show that the
Olympic ideal promotes peace worldwide. The image of the athlete carrying the
Olympic torch symbolises mankind’s progress towards happiness and prosperity.
The design was produced by computer and the colours used are a mix of light
blue and bright orange, which symbolise the Land of the Morning Calm.
t)
The emblem was designed by Josep Maria Trias. It evokes an
athlete leaping over an obstacle which is represented by the Olympic rings. The
simple lines of the silhouette reduce it to a head (from the blue of the
Mediterranean), arms (bright yellow and open as a sign of hospitality) and legs
(bright red, a symbol of life).
v) The
poster shows athletes twirling their country’s flag, with that of Sweden in the
foreground. It represents the march of nations towards the common objective of
the Olympic Games. The poster was the subject of criticisms when it was
published. The nudity of the figures caused shock, despite the addition of
ribbons on the original design. For this reason, the poster was banned in
China. The the flags on the poster were arranged according to artistic criteria and
not diplomatic. The poster refers to both Ancient Greece and the international community
of all participating countries.
w) The
poster features the emblem of the Games, created by two graphic arts studios:
Wolff Olins and Red Design Consultants. It shows a crown of olive leaves – an
allusion to the ancient Olympic Games, where it was awarded to the victors.
This sacred tree was also the symbol of the ancient city-state of Athens. A symbol of peace,
the olive branch forms an open circle – an invitation to come together and
espouse the Olympic ideals. The blue and white colours recall the sea and the
sky of the country.
y)
The
poster presents an image of the marble statue of the Townley Discobulus
(original displayed at the British Museum), with the Olympic rings,
superimposed over a view of the Palace of Westminster. The classic and modern
symbols of the Olympic Games are combined with one of the most symbolic
monuments of the host city: the Clock Tower and Big Ben.
z)
The logo is based on a multi-colored graphic.On
a white background, the poster features the emblem of the Olympic Games. The emblem,
which evokes the shape of Rio’s iconic Sugarloaf Mountain, depicts athletes and
figures coming together, with an individual and collective movement, in a warm
embrace. Reflecting the core concepts of passion and transformation, the emblem
conveys the notions of the Olympic spirit, exuberance, harmonious diversity and
contagious energy.
aa)
The bottom half of the poster shows the wording XVI Olympiadens
Ryttartävlingar on a black background. The upper half, set against a marble
background, shows the figure of an ancient rider on his horse. This figure
recalls those which, for example, are depicted on the Parthenon frieze that is
generally thought to have been sculpted in the 5th century BC under the
direction of the sculptor Phidias.. Due to the Australian veterinary rules on
equine quarantine, the equestrian events could not take place in Melbourne.
They took place in Stockholm, Sweden.
bb)
Entitled The invitation, the poster shows the five
Olympic rings resounding symbolically in successive waves, thus inviting athletes
from every continent to the Olympic Games.
cc)
The poster shows a female fencer dressed in black, holding
the traditional weapons of sports fencing: foil, epee and sabre. In the context
of the history of sport, showing a female athlete was unusual at the time.
X OVER TO YOU. Design a poster for the Summer Olympic Games
in your country (or a new poster if the country hosted the Games in the past). Remember
that the poster should include Olympic symbols such as rings and also show the culture of the host
city and country. Show it to other students and/or describe it.
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