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These positive, universal values help give the Olympic symbol a unique, powerful and timeless identity, which transcends sport and makes it “more than a brand”.Indeed, according to research commissioned by the IOC, 93 per cent of people globally can correctly identify the Olympic symbol – making it the most widely recognised of all the symbols surveyed. In addition, there was almost equal recognition not only across geographies, but also among men and women, as well as age ranges. Respondents also strongly associated the Olympic symbol with values such as “global”, “inspirational”, “friendship”, “diversity”, “peace” and “excellence”.The wide-ranging activities of the IOC ensure that the Olympic symbol spreads far beyond the Olympic Games, with its various initiatives aiming to build a better world by educating youth through sport and focusing on fundamental principles such as sustainability, gender equality, peace, development and education and ensuring that everyone has equal access to sport.At a Glance• The Olympic symbol is one of the most widely recognised in the world, with 93 per cent of people globally able to correctly identify it• The IOC launched a global promotional campaign in the build-up to Rio 2016 to communicate the Olympic Movement’s vision of building a better world through sport• Each Olympic host city creates a unique brand for their Games, with the Rio 2016 brand inspired by the passion and transformation seen in the city