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Beijing to Launch New Logo for 2008 Olympic Games

Beijing organizers have decided to launch a new logo for the 2008 Olympic Games. The logo is part of the Olympic marketing, so to safeguard the interests of the Olympic sponsors, it had better to have a new one. Designs for the logo, mascot or anthem will be open to the world.

Old Logo, Symbol of Bidding Success

The old logo, shaped like a person playing "Taiji", the country's traditional shadow boxing, has remained in use after the organizing committee was set up in the mid of this month.

"We have a strong bond with the old logo, which is a symbol of our bidding success," said Zhang Ming, a top publicity official of the Beijing 2008 Olympic Games Organizing Committee.

Zhang said that they had wished to keep to the old logo, but later decided to introduce a new one no later than the end of next year.

New One to Safeguard Interests of Sponsors

"The logo is part of the Olympic marketing, so to safeguard the interests of the Olympic sponsors, it had better to have a new one."

"The old logo has been used too widely, so a new logo would contribute to the protection of the Olympics-related intellectual property rights," she said.

Previous Olympic hosts had the same reluctance following their bidding successes although they eventually adopted a new one for the Olympic Games, Zhang added.

Designs to Be Open to the World

She said that to launch a new logo, along with the mascot and anthem of the 2008 Games, is also an effective way of getting people involved in the seven-year preparation for the 2008 Olympic Games.

"Designs for the logo, mascot or anthem will be open to the world, in this way everyone can become part of the Olympics and make their own contribution to the success of the Games," said Zhang.

Emblem

The emblem resembles a person doing "taiji" (Tai Ch'I), symbolizing gracefulness, harmony, vitality and mobility as well as unity, cooperation, exchange and development. It also resembles the shape of a traditional Chinese artifact known as the "China Heart Unit."

The logo was designed by Chen Shaohua, a noted designer in Shenzhen and one of the 13 official emblem designers appointed by BOBICO, and well-known painter Han Meilin, who modified the design by using a calligraphy brush. Kan Tai-Keung, a famous designer in Hong Kong, also contributed to the designing of the emblem.

Motto

Reform and opening up to the outside world have brought about great changes in Beijing, a city with a 3,000-year history. The city has taken on a completely new look as it enters the new century. It will embrace the athletes and friends from the rest of the world attending the Olympic Games with great enthusiasm.

The great modern Olympic Movement has gone through many changes in the past 100 years. Should the Olympic Games be held in China, the most populous nation in the world, the Olympic spirit will be even further disseminated and a new page will be turned in the Olympic history; and the Olympic Movement will show its unique splendor to the world in the new millennium.

Source From Official Website of Beijing Organizing Committee for the Games of the XXIX Olympiad

(People's Daily December 28, 2001)

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