PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games (POCOG) has launched its official Olympic emblem in a ceremony that took place simultaneously in PyeongChang and Seoul, the capital of the Republic of Korea.
"I would like to congratulate the PyeongChang 2018 Organising Committee on the launch of its innovative new emblem. As an athlete, part of the excitement of participating in the Games is discovering the culture and traditions of the host country and for the PyeongChang Games that discovery begins today with its new identity. Combining elements of the Korean alphabet and oriental philosophy, this new brand will allow people to immediately connect with Korea and the 2018 Games vision of New Horizons. I wish PyeongChang 2018 a great deal of success in sharing this new emblem with the world", said Jacques Rogge, President of the International Olympic Committee
A square where the earth meets the sky, and where athletes excel in snow or on ice - that’s where everyone will celebrate the world’s biggest winter festival in 2018.
The design of the emblem has its roots in the Korean alphabet, better known as Hangul in Korea. Both the “ㅍ” and “ㅊ” shapes in the emblem stem from the first consonants of each syllable in the word “PyeongChang” when written in Hangul - 평창.
“ㅍ” also represents a gathering place where the three elements of Korea’s traditional humanism, called Cheon-ji-in (天地人: literally meaning heaven, earth and human), are in harmony.
“ㅊ” symbolizes the epitome of winter sports, snow and ice, as well as athletes’ stellar performances. PyeongChang aspires to become a hub of winter sports in Asia, and such a goal will be carried out under the vision of “New Horizons.”
The color scheme uses five Korean traditional colors, namely white, black, blue/green, yellow and red. Traditionally, blue and green were represented by a single word in Hangul. Western influence brought a change in the view that green and blue are variations of a single color and separate words for each color now exist in Hangul.
These five cardinal colors are found in many aspects of daily life and tradition in Korea. They often appear in Korean clothing, celebrations, martial arts, architecture, art, food and other symbols.
Such a color scheme also reflects the six colors of the Olympic flag – blue, yellow, black, green, red and white.
PyeongChang 2018’s new emblem represents a grand gathering of people from all around the world in celebration of Olympic winter sports, which takes place in the harmonious land of PyeongChang.
About the designer
HA Jong-joo is the mastermind behind the development process of the PyeongChang 2018 Olympic emblem. He is known for his branding expertise that spans across a wide range of projects, such as the corporate identity (CI) designs of major global corporations.
The 23rd Olympic Winter Games will be held on 9-25 February 2018, and the 12th Paralympic Winter Games will be staged on 9-18 March 2018.