“Hot.Cool.Yours.” reads the slogan for the 2014 Winter Olympic Games, announced by the Sochi Organizing Committee 500 hundred days before the Opening Ceremony of the 2014 Games.
“The slogan consists of two parts – dynamic (changeable) and constant,” explains a Sochi 2014 statement. “It is intended to reflect the national character of Russia and the values of the Sochi 2014 brand, as well as the progressive and innovative approach to the organization and staging of the Games.
“The first ‘dynamic’ part of the slogan (the words “Hot.Cool.”) makes it possible to create a lot of individual slogans for any advertising campaigns of the Olympic project. The constant part ‘Yours.’ can be used in the various advertising campaigns and logically develops the communication of the Sochi 2014 brand presented in December 2009 under the heading ‘This is my Games.’
“The slogan ‘Hot.Cool.Yours.’ is intended to be a universal solution successfully combining innovation and dynamism. The first part of the slogan, consisting of the two words ‘Hot.Cool.’ symbolizes movement, evolution and moving forward. The word “Hot.” reflects the intensity of sporting battle and the passion of the spectators, and it emphasizes the host location of the Games, the southern resort city of Sochi.
“The word ‘Cool.’ references the timing of the Games, the fact that it is Winter Games, as well as alluding to traditional perceptions of Russia in the rest of the world. The last word ‘Yours.’ Symbolizes personal involvement and shows that while the Games is a large-scale national project everybody can share in the victories and the sense of pride. The dot after each word draws a parallel with high technologies (.ru) and the emblem of the Winter Games in Sochi.”
Announcing the slogan, Dmitry Chernyshenko, the President of the Sochi 2014 Organizing Committee, said: “The slogan of the Winter Games in Sochi, in my opinion, very successfully captures the diversity of Russia’s national character, and the very personal nature of this Games. The Sochi 2014 slogan demonstrates that it is impossible not to participate, watch, experience and be proud because this is Your Games.”
This article first appeared in the blog, The Sport Intern, which is published in Lorsch, Germany by Karl-Heinz Huba. Mr. Huba can be reached via email at ISMG@aol.com. The article is reprinted here with permission from Mr. Huba.