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LOOK AND FEELFrom the Russian patchwork quilt of Sochi 2014 to the landscape-inspired look of Rio 2016, each edition of the Olympic Games features a distinctive visual identity. Over the last few years, the PyeongChang 2018 Organising Committee (POCOG) has been building its own brand ahead of next year’s Olympic Winter Games, seeking to refl ect the culture of the host city and host country, while also creating an instantly-recognisable “look” that will be represented in the design of everything, from the offi cial sport pictograms to the medals the athletes are striving for. EMBLEMThe fi rst element to be unveiled by POCOG was the offi cial emblem in May 2013. The design is inspired by Hangul – the Korean alphabet – with the shapes that form the logo based on the fi rst consonants of each syllable in the word “PyeongChang”. The fi rst character in the emblem also represents a gathering place where the three elements of Korean humanism – heaven, earth, and humanity – are in harmony, while the second, star-like character symbolises snow and ice, as well as the athletes’ stellar performances.MASCOTMascots also form a key component of each Olympic Games brand – serving as popular and playful ambassadors for the host nation and contributing to the festive Games atmosphere – and PyeongChang’s was unveiled in June 2016. Named Soohorang, it is a white tiger – an animal closely associated with Korean mythology and culture. The name “Soohorang” is also signifi cant. “Sooho”, the Korean word for “protection”, alludes to the protection of athletes, spectators and other Games participants, while “Rang” derives from the Korean word “ho-rang-i”, which means “tiger”.OLYMPIC TORCHThe Olympic torch is exactly 700mm in length – representing the altitude of PyeongChang – while the fi ve-angled shape in the middle of the cap represents the spirit of sport, which connects races, nations, religions, genders and cultures, as well as the fi ve continents united by a common passion for the Games.ONE YEAR TO GO