Russia has at last unveiled the logo for the 2014 Winter Olympics to be held in Sochi. After the controversy over the London 2012 Olympics logo, many were watching to see if bad sports logo design was becoming a worldwide trend. The logo is the first Olympic logo to feature a web address, an obvious appeal to the younger, digital generation.

The logo can hardly be called unprofessional. It was designed with a branding consultant as well as an entire brand council appointed by the Sochi 2014 organizers. While the logo appears very plain, it actually has several aspects designed to create a brand for the 2014 Olympic Games.

First, the word Sochi is mirrored by the numbers 2014, which represents Sochi’s reputation as the place where the mountains meet the sea. If you look at the ‘hi’ that ends the word Sochi and the 14, they are drawn to almost perfectly reflect each other. This adds yet more visual interest. The ‘.ru’ and the Olympic rings are secondary to this, placed on the right side so as not to detract from the image. While many object to this marginalisation of the classic Olympic image, it nonetheless is highly visible as the only splash of non-blue colour in the logo.

While the letters seem plain, they are reminiscent of Russian constructivism, a movement that continues to influence the nation’s aesthetic sense. The letters are also rounded, which together with the all lower case lettering creates an informal, inclusive image that will invite people to visit the country. The blue is similar to the blues used in the Russian flag as well as the Olympic rings, tying the event into both its host company and the tradition behind the Games. This blue is calming while being reminiscent of both the mountains and the sea, the two images that the designers are trying to invoke.

Many people feel that this is yet another ugly and inappropriate Olympic logo design following the dismal reception of ours, but as you can see the Sochi 2014 image actually ties into modern Russia in several ways. This is not just a beautiful setting for the 2014 Winter Olympics, but a chance for modern Russia to showcase its strengths in a very global setting.

In the end, the way to judge an Olympic logo’s resonance is the sales of branded products. In this case, sales have only just begun, so we will have no way of seeing how young people feel about the attractiveness of this logo. On the other hand, the London Olympic logo has been selling at a steady pace despite its lack of public favour. Perhaps this is no longer an appropriate barometer; nonetheless, Russia is likely hoping that their economy is bolstered by hordes of tourists buying bag upon bag of branded souvenirs.

What do you think about the Sochi 2014 Olympic logo? Is it better or worse than the London one? Will you be buying a Sochi 2014 t-shirt with the new logo?