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2008 Summer Olympics marketing has been a long running campaign that began since Beijing won its bid to host the games in 2001.
The 2008 Summer Olympics emblem is known as Dancing Beijing (Chinese: 舞动的北京) designed by Guo Chunning. The emblem combines a traditional Chinese red seal and a representation of the calligraphic character jīng (京, "national capital", also the second character of Beijing's Chinese name) with athletic features. The open arms of the calligraphic word symbolizes the invitation of China to the world to share in its culture. IOC president Jacques Rogge was very happy with the emblem, saying, "Your new emblem immediately conveys the awesome beauty and power of China which are embodied in your heritage and your people."[1]
The slogan for the 2008 Olympics is "One World, One Dream" (simplified Chinese: 同一个世界 同一个梦想; traditional Chinese: 同一個世界 同一個夢想; pinyin: Tóng Yíge Shìjiè Tóng Yíge Mèngxiǎng.)[2] The slogan calls upon the whole world to join in the Olympic spirit and build a better future for humanity. It was chosen from over 210,000 entries submitted from around the world.[3]
The graphic elements of the Look of the Games for the Beijing 2008 Olympics was centered around the "Lucky Cloud," a motif found through out Chinese art. Consistent with past Olympic Games, the Look of the Games was most prominently used on decorations found throughout Beijing 2008 host cities and official venues. Additionally, the Beijing 2008 Look of the Games was applied to the official invitation from the IOC to all National Olympic Committees to participate in the Beijing 2008 Olympic Games, on official Beijing 2008 merchandise and tickets, on the official Beijing 2008 Volunteer and Staff uniforms, and on various other official and/or promotional material.
The Look of the Games was edited for the International Torch Relay of the Beijing 2008 Olympic Games. The graphic identify of the "Lucky Cloud" motif remained, and an ancient Chinese phoenix motif was added to further represent the themes of the Torch Relay.
The official 2008 Olympic Mascots are the five Fuwa (Chinese: 福娃, literally "good luck dolls"). The Fuwa consist of five members that incorporate fish, giant panda, fire, Tibetan antelope, and swallow designs. The Fuwa each have as their primary color one of the colors of the five Olympic Rings that stand for the five continents. The five Fuwa are named Beibei, Jingjing, Huanhuan, Yingying, and Nini. When the first syllable of each of the five names are said together, the result is the phrase 北京欢迎你 (Běijīng huānyíng nĭ) which means "Beijing welcomes you".[4]
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