Beijing Summer Olympics 2008 Mascots and Logo Poster

This image above highlights the visual identity of the Beijing Summer Olympics in 2008. Through the typography, logo and mascot design, it is evident that traditional Chinese cultural elements are still influential and prominent in contemporary Chinese design. For instance, the Beijing 2008 logo was inspired by the Chinese traditional name seal. Not only it resembles a name seal, the word 京 (meaning Beijing) in the logo also mimics an athlete running, hinting at the sportsmanship during the Olympics. The mascots designed by Han Meilin were also based on 5 natural elements (air, earth, fire, wood, and fire) and the Peking opera actors in Chinese culture while representing the 5 Olympic rings colors. The phrase “Beijing 2008” also has a brush-like texture to allude to the Chinese calligraphy culture. Most interestingly, the Chinese characters “北京欢迎你“ takes a more fun, friendly approach using a more modern, colorful, blocky typeface instead of a calligraphic typeface. As China presents Beijing to the world in the 2008 Summer Olympics, a visual identity of the nation is formed through the use of typography, logo and mascot design. It asserts the rich Chinese culture the country has to the global audience and how China is modernizing as local and global influences take place in contemporary Chinese designs.