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| Beijing launches Olympic logo |
| CCTV.COM 2003-08-04 08:08:01 |
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In a big moment for Beijing, the logo for the 2008 Olympics was unveiled on Sunday night. The logo is believed by many to be a perfect combination of the Olympic spirit and Chinese culture, and has been hailed by IOC officials as one of the best ever designed. A ceremony marking the occasion was held at the Beijing's Temple of Heaven, a landmark of Chinese culture.
Breaching the suspense were Wu Bangguo, Chairman of the National People's Congress, and Hein Verbruggen, Chairman of the IOC's Coordination Commission for the 29th Olympic Games. And they did it in a most Chinese manner too.
The logo entitled "Dancing Beijing" caught the eyes of many with its combination of simplicity and profoundness. It features a jogging figure in the shape of the Chinese character "jing" which is a short form of Beijing. The figure is carved into red ink, a symbol of Chinese passion. It salutes Chinese calligraphy and seal cutting while embodying the Olympic spirit.
It was a big moment for the logo's design team who are ecstatic at their brainchild being chosen.
"The logo unites the Olympic spirit and Chinese traditional culture. By associating it with the concept of a "seal", we intend to show that we Chinese have sealed our commitment to the Games. This logo also extends a warm welcome to friends from all over the world to join us dancing in Beijing in 2008," said Zhang Wu, winning design team member.
The design also won warm praise from IOC President Jacques Rogge. "From this design I see New Beijing New Olympics," said he.
Next to the logo itself, the way it was presented was also carefully studied and original. A mobile studio carried the logo all the way from the Millennium Monument, a symbol of modern Beijing, to the Temple of Heaven－－the epitome of traditional Chinese architecture. A cross－spectrum of logo escorts was selected, including former Olympic champion Deng Yaping and movie star Jackie Chan.
Meanwhile, the Temple of Heaven was transformed into a dazzling stage. With the five terraces surrounding the Temple resembling the five Olympics rings, dancers put on a show that featured sports such as cycling, running, and martial arts.
The ceremony's director Zhang Yimou, whose promo film helped Beijing win the right to host the 2008 Olympics, also presented his new work made for the occasion.
The launch of the logo has always been seen as a milestone event in any Olympic Games, which explains the extravagance of Sunday night's show. A total of 2008 guests were invited to the event, which was watched live on TV by millions more.
While broader public response to the logo waits to be seen, officials and professionals already hail it as among the best that have ever been designed for the Olympic Movement. From today on, the logo will be the 29th Olympiad's most valuable asset and be at the center of an ambitious marketing campaign. The job now, as one IOC official put it, is for the BOCOG to stay true to the message of the logo and let the simple design tell a compelling story all the way to 2008.
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Editor: Han Ling CCTV.com
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