Ricordando le prime Olimpiadi cinesi: uno studio sul design dell'identità visiva del brand Pechino 2008

This contribution examines one aspect of the first Chinese Olympics that the existing academic literature has yet to explore: the design of the visual identity of Beijing 2008 or “Look of the Games”. Following an introduction to China's nation brand and the various levels of branding connected to the Games, an overview of the Olympic (co)brand will be provided, with particular attention to the Look programme. The focus will then shift to the specific case of Beijing 2008, outlining the local organisers, the creative team, and the design process. Finally, a semiotic analysis of the main elements of the Look (emblem, slogan, mascots, medals and torch) will be conducted, highlighting and contextualizing their connotative meanings and cultural references, which remain vivid and still evoked in the collective memory of the Chinese people.