Branding News: Design choice - Olympic rings

by Martin Dawe, Managing director, Martin Dawe Brand Design, Marketing 08-Feb-06

I first remember being aware of the Olympic rings in 1964, when a friend was selected to represent Great Britain in the modern pentathlon event at the Games in Tokyo.

Before this, and since, the logo of the International Olympic Committee
(IOC) has hardly changed.

It is said that the rings were originally designed by Pierre de
Coubertin, the creator of the modern Olympics. The rings were approved

by the IOC in 1914 and first used at the 1920 Games in Antwerp. They

represent the union of the five continents and the original five
sporting disciplines.

The rings are one of the best-known global brands. A 1996 survey
revealed that 78% of the world's population recalled the brand, ahead of
Shell, McDonald's, Mercedes and The Red Cross.

To me, the Olympic rings signify the spectacle, the unique atmosphere
and excitement of the event, which brings the top athletes of the world
together to compete for gold. I guess taxpayers of Montreal may have a
very different view. I just hope that in seven years' time, the
residents of London have the same affection for the rings as I do.

- Design: Pierre de Coubertin.