This study examines the visual identity system of the Beijing 2022 Winter Olympics, or “Look of the Games”. It begins by situating the Games in the context of China’s evolving soft power and nation-branding strategies, reviewing relevant literature and outlining the methodological approach. It then presents the local organisers, the creative team, and the regulatory framework behind the 2022 Look. A semiotic analysis is subsequently conducted on the Look’s key components – colour system and core graphic, emblem, mascot, slogan, torch, and medals – with particular emphasis on their design process, sources of inspiration, denotative and connotative meanings, and cultural references. Each element of the Look is critically interpreted in relation to the national image that China sought to construct and communicate through the Games.
Designing China through the Winter Olympics: A Study on the Visual Identity of the "Look" of Beijing 2022
Puppin, G.
2025-01-01
Abstract
This study examines the visual identity system of the Beijing 2022 Winter Olympics, or “Look of the Games”. It begins by situating the Games in the context of China’s evolving soft power and nation-branding strategies, reviewing relevant literature and outlining the methodological approach. It then presents the local organisers, the creative team, and the regulatory framework behind the 2022 Look. A semiotic analysis is subsequently conducted on the Look’s key components – colour system and core graphic, emblem, mascot, slogan, torch, and medals – with particular emphasis on their design process, sources of inspiration, denotative and connotative meanings, and cultural references. Each element of the Look is critically interpreted in relation to the national image that China sought to construct and communicate through the Games.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
