2014年索契冬季奥运会多面性视觉识别系统设计分析

2014 Winter Olympics Visual Identity System

本文作者多年来先后参与了北京奥运会、伦敦奥运会、巴西奥运会的设计指导工作,积累了大量形象系统设计的一手资料与实战经验,此次也参与了部分索契冬奥会特许设计的顾问工作。笔者站在系统设计的宏观角度,较为全面地介绍分析2014年索契冬季奥运会的视觉识别系统,包括会徽设计、核心图形设计以及火炬、服装、特许产品等推广衍生设计。分析提取形式背后所蕴含的设计方法,寻找暗合的国际设计潮流。最为重要的是,透过这套视觉识别系统可以看到最前沿的数字网络文化如何与丰富多彩的俄罗斯传统历史文化符号进行有效结合,这是完全不同于北京奥运会和伦敦奥运会的重要文本解读。

The author has participated in the Beijing Olympic Games, London Olympic Games and Brazil Olympic Games as a consultant for years, which accumulated a large amount of information end design experiences, and he also was consultant for the parts of Sochi 2014 Winter Olympic Games＇ licensed products design. The article is a brief summary of Russia Art Design history, which gives an introduction of visual system of the 2014 winter Olympics in Sochi, including the logo, main graphs, the torch, costumes and the licensed products design, along with the analysis of its design method with the trends of international design. Moreover, we could therefore find the connection between the digital network culture trend and the long history and rich and colorful culture symbol through the Visual Identity System design, which has a completely differentiation from Beijing and London Olympic Games.