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Morgan:News:2010 |VANOC| #1815
2010 PARALYMPIC LOGO TO BE UNVEILED DURING FREE WHISTLER CONCERT ON SEPTEMBER 16The Vancouver Organizing Committee for the 2010 Olympic and Paralympic Games (VANOC) will reveal its Paralympic logo during a ceremony and concert at a Whistler golf course on Saturday, September 16, but bring your own cameras.
Unlike the 90-minute long ceremony in downtown Vancouver at GM Place that included an hour-long CTV national show that headlined the unveiling of the main Olympic logo, the Paralympic emblem revealing event won't be broadcast live. It won't even be professionally recorded for rebroadcast later. The cost of staging such an event -- and the liklihood that sufficient revenues wouldn't be generated by it -- apparently was a factor in the decision.
The celebrations, however, will be hosted by Brian Williams a veteran Olympic Games television commentator, who recently moved from CBC to competitor CTV, which is the host broadcaster of the 2010 Winter Games in Canada. Also in attendance a number of Canada's Paralympic athletes. Of course there will be speeches: officials from VANOC, Vancouver, Whistler, the federal and BC governments and the four aboriginal groups connected with venue development; groups with which VANOC has protocol agreements. VANOC says there is no significance to the fact that Richmond and West Vancouver, which are also hosting 2010 venues, are not on the first draft of the official guest list. Also not on the list: officials of the Canadian Paralympic Committee or the International Paralympic Committee.
The outdoor concert and the unveiling ceremony of the 2010 Paralympic emblem will begin at 3 pm at the Whistler Golf Course Driving Range which will be converted into an outdoor concert field. And what if it rains? It's not likely to, according to the statistics. Historically, Whistler's September 16 tends to be mild, and either clear or with some clouds, according to the Canadian weather office -- and it never snows in Whistler in September -- but the event goes rain or shine, according to VANOC.
VANOC spokesman Chris Brumwell says the event will be free for the public and will be commercially clean of sponsorship marketing -- the only type of marketing allowed at a VANOC event -- but he was unsure if VANOC's major sponsors will be coordinating their own marketing activations with the event, noting that because the logo was being kept under wraps, sponsors wouldn't have had access to the logo to prepare for its use. And, he said, that likely will be holding true as well for HBC, which distributes 2010 branded merchandise nationallly through its chain of stores. The date would pose problems for HBC getting branded merchandise into stores for this years' Christmas holiday season because of the lead times required in developing branded materials.
Brumwell said, however, that Artiss Aminco, which produces the pins for the 2010 Olympics logo, would likely be producing pins for distribution to its own 130 outlets as well as to a number of licensed outlets in the Lower Mainland that have been approved for such activities during an RFP process that concluded last spring. The company, though, Brumwell said, was unlikely to have pins of the emblem available even at the launch event.
The logo, which has been kept secret for months, was developed by Karacters Design Group, an integrated design and branding division of DDB Canada, after it was hired in September, 2005 by VANOC. The plan when it was hired was to unveil the Paralympic emblem on the four-years-out anniversary of the Paralympic Games opening last March 12, but that was postponed for several reasons by executive vice-president of Revenue, Marketing and Communications, Dave Cobb.
Besides the fact that it took some time to register it at intellectual property offices around the world, the rationale of the delay had to do with conflicts with the Torinio Winter Games, which were then underway, and in part because the VANOC marketing department was stretched quite thin. It was then going to be unveiled during this summer, but it was again postponed by Cobb to this fall, again because of the amount of work the marketing department was doing.
The Vancouver 2010 Paralympic emblem will join the 2010 Olympic Winter Games emblem -- a stylized inukshuk -- to form the core visual identity for the 2010 Winter Games. Still to come: development of a mascot, expected sometime next year, the "look of the Games', expected in late 2008, along with the symbols for each sport which will mostly be used at venues, and a Games slogan.
Although VANOC CEO John Furlong has consistently said that Paralympic Games hosting and programming is an integrated part of the 2010 planning and that's been shown to be generally true in venue development, VANOC has not given the public image of the Paralympic Games equal weight to the Olympics portion. Furlong is expected to be attending the opening along with Kathy Priestner, VANOC's executive vice president of Sport, Paralympic Games and Venue Management, along with her second-in-command for the Paralympic Games, Dena Coward.
The September 16 Whistler concert involves several award-winning Canadian singers and celebrities performing on a stage Manitoba's Chantal Kreviazuk, three time Juno winner and one of Canada's premiere singer songwriters, Toronto's The Philosopher Kings, a mainstay on the Canadian pop-music scene because of their high-energy live performances, Vancouver's Spirit of the West group, which developed a fan base over the past 20 years and 12 albums; Vancouver blues singer and Juno award-winner Jim Byrnes. He represented Canada in the Torino 2006 Paralympic Games closing ceremony. Jeremy Fisher of Victoria, on Vancouver Island, has a reputation for intelligent lyrics and a young, pop sound.
VANOC says the afternoon concert has been specifically designed to appeal to all age groups and particularly families. Seating will be unassigned and concertgoers are encouraged to bring blankets and picnics. The area will be wheelchair-accessible. Washrooms and first aid will also be provided, along with security. Alcohol won't be allowed on-site.
RESOURCESKaracters has headquarters in Vancouver, with offices in Edmonton and Toronto, and specializes in branding. It was also hired under a separate contract to develop the Vancouver 2010 image and brand-identity system that will form the creative platform for all Vancouver 2010 design applications and includes letterhead, colours, typefaces, posters, banners and the like. That portion of the package was launched earlier this year without fanfare. Unlike the controversial contest that resulted in the development of the main 2010 Olympics logo, Karacters was chosen through a standard competitive Request for Proposals process that VANOC says drew interest from design firms across Canada.
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The concept of a unifying symbol for the Paralympic Movement started with the Seoul 1988 Summer Paralympic Games, which was also the first time that the Olympic and Paralympic Games were hosted by the same city. Seoul's Paralympic emblem was modified and adopted as the symbol of the Paralympic Movement for many years, until the International Paralympic Committee (IPC) redesigned its look in 2004.
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The IPC's three colour elements are called Agitos (from the Latin word for "I move"): red, blue and green encircling a centre point. The elements represent the IPC's role in bringing athletes from all corners of the world together and enabling them to compete.
RESOURCESVANOC's statement on protecting its brands:
www.vancouver2010.com/en/LookVancouver2010/ProtectingBrandVANOC's policy about using its brands for weblinking:
www.vancouver2010.com/en/linkingA VANOC backgrounder on Paralympic logos generally, with comparison images:
tinyurl.com/fawmkSpectator and event information will be updated on VANOC's website:
www.Vancouver2010.comWhistler accommodations:
www.whistler.com Phone (in North America): 1-800-944-7853
Karacters Design Group:
www.karacters.com
Originally published to Morgan:News:2010:Gold subscribers on August 16, 2006