The challenge of designing a successful Olympic logo is in representing the competitive compassion of all people while celebrating the host nation of the games. Every two years since 1994, the International Olympic Committee (IOC) has unveiled a new logo and rallied the world around the host nation, illustrating a delicate balance between nationalism and the Olympic Brand. The case of the 2010 Vancouver Winter Games logo reveals the power, pitfalls, and potential of the Olympic Brand in the new millennium.
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