Athens 2004 Olympic Committee

Embracing the world

This inspirational brand succinctly

communicates the purity and simplicity
of the original Greek Games and is
attracting record-breaking sponsorship.

Although the Games are ‘coming

home’ to Greece, Wolff Olins’ inclusive
brand idea ‘embracing the world’,
expresses a vision that is beyond the
Games’ location.

© Wolff Olins 1
Athens 2004 Olympic Committee
Embracing the world
The ever-existing challenge for each
Games is not only to re-emphasise the
original Olympic ideals, but also to be
part of a process of moving them into
the future.
In the past the Games have tended to
reflect the national attitude of the host
city. But Wolff Olins’ approach to the
branding of the Athens 2004 Games is not
about Greece, it’s about an inclusive
vision of embracing the whole world.
Based on this brand idea, and in partner-
ship with Red Design Wolff Olins has given
the Athens Games a distinct and engaging
© Wolff Olins
logo. The vibrant blue and white echo the
national colours of modern Greece, while
the olive branch expresses the essence
of the original games and conveys a
universal message.
Sponsorship
International Herald Tribune, 08 August
2001: The Athens 2004 Olympic Games
have been setting records for money
raised by sponsors. “Organisers said the
strong performance in getting big contracts
from sponsors was attributable in part to
the marketing theme of ‘bringing the
Games home’ to the birthplace of the
Olympics.”"
2