Olympic pictograms: a cultural history
Iconic symbols used to identify sports also reflect the host nation and era
The date is set for Rio 2016’s pictograms launch: 7 November 2013. But do you know what these symbols represent? At the end of each Olympiad – the four-year period between each edition of the Games – people from all over the world gather together in one place to witness the greatest sporting event on the planet. However, all of these people speak different languages and bring their own cultural backgrounds. That’s why an effective communications system is vital for visitors’ guidance and information about the venues and competitions. Pictograms were born from this need.
For each edition of the Games, the host city develops its own set of pictograms. The design is created in order to achieve two very specific goals: to work as a ‘wayfinder’ tool for spectators, while also representing the local culture.
Photo: London 2012 (Getty Images/Christian Petersen)
Just like the torch relay, mascots and Games’ logos, pictograms also follow the Games’ trajectory through time. The first attempt to graphically represent sports was made for the London 1948 Olympic Games, but they were not quite the pictograms we are now used to. Only in 1964, for the first Tokyo Games, could we see a full set of pictograms that included symbols to represent venues and services as well as sports.
Photo: Tokyo 1964 Pictograms (IOC)
The Munich 1972 pictograms are considered a milestone for the genre. With clear and concise lines, they depicted sports through movement and speed. Developed by designer Otto Aichler, they remain a design milestone today.
Photo: Munich 1972 (Otto Aichler)
The inspirations for each design are unique. The Barcelona 1992 pictograms, for example, followed the form of the Games’ logo, depicting the human body in motion.
Photo: Barcelona 1992 (IOC)
The Athens 2004 set, however, chose to represent the encounter between tradition and modernity.
Photo: Athens 2004 (IOC)
The Beijing 2008 designs were inspired by ancient China’s history and its inscriptions marked in bronze objects.
Photo: Beijing 2008 (IOC)
London 2012 presented two kinds of pictograms. The first was in a silhouette style for standard use, while the other was a colorful design inspired by the city’s underground or ‘tube’ map.
