The Sochi 2014 Organising Committee for the XXII Olympic Winter Games launched its new brand, including a new emblem and tagline. The new brand was launched at a press conference in Moscow, in the presence of International Olympic Committee (IOC) President Jacques Rogge; IOC Coordination Commission Chairman for the 2014 Olympic Winter Games Jean-Claude Killy; Deputy Prime Ministers of the Russian Federation Dmitry Kozak and Alexander Zhukov; and the President and CEO of Sochi 2014, Dmitry Chernyshenko. The new emblem reads Sochi2014.ru and includes the Olympic rings, while the tagline remains "Gateway to the Future" continuing the long-held commitment for the 2014 Winter Games to help define the future of Russia, further winter sport and support the progress of the Olympic Movement.
IOC President Jacques Rogge commented, "I would like to congratulate Sochi 2014 on the launch of their new brand. Every Olympic Games has an emblem and look that crystallises the identity of those Games for all time, and Sochi is no exception. The Sochi 2014 emblem will become one of the most visible and recognised marks for people of all ages from around the world over the next few years, especially as Sochi 2014 has made a conscious effort to link its brand to the digital generation. Thanks to the growth of social media, the Sochi brand will no doubt spread like never before through these online channels, reaching the youth of the world quickly and in a format that they appreciate".
"sochi2014.ru" is the first Olympic emblem that also forms a web address. It has been designed to actively encourage dialogue between Russians, nations and winter sports fans – particularly young people – facilitated by Sochi 2014's online platforms. The ".ru" component is Russia’s web-domain address, and signifies that Sochi 2014 is an Olympic Winter Games hosted by a whole nation, as well as the Black Sea sub-tropical city of Sochi. The mirror of "Sochi" and "2014" reflects that Sochi is the meeting point between the sea and the mountains. As a key component of the new Sochi 2014 emblem, the Olympic rings sit large and in colour to leave no doubt that this is a symbol of progress for the Olympic Movement. The opportunity to change the colours and inner design of the rest of the emblem encourages people to express themselves, with some expected to transform it using traditional images, while others will take an ultra-modern approach.