The torch relay graphic is one of the key image elements for the torch relay
of the Beijing 2008 Olympic Games. The torch relay graphic together with the
torch relay symbol, torch relay colours, torch relay fonts,and torch relay
slogan, forms the basic image of the torch relay of the Beijing 2008 Olympic
Games. These elements will be applied in the torch relay image & look
designs, including the torch relay uniforms, torch relay convsy, torch relay
publications and the city landscape design of the provinces, autonomous regions
and municipalities. They will create a unique visual image for the torch relay
of the Beijing 2008 Olympic Games, spread Chinese culture and the torch relay
theme, and build an excellent environment for the torch relay. The elements will
create a celebrative atmosphere thoughout the cities which the relay will pass,
promote the sanctity of the Olympic flame, encourage Torchbearers and Escorts
Runners, enhance people's experience of the torch relay, and to provide a visual
setting for the recording and broadcasting or the torch relay to the world.
The design concept of the torch relay graphic
Phoenix is the king of birds and belongs to Fire in Five Elements. It is the
spirit of fire. The soaring phoenix with graceful bearing and dignified air is
the totem of fire. The legend "phoenix nirvana and rebirth out of ash" also
symbolizes man's constant striving spirit.
Down the ages, "Loong" (Chinese dragon) and "Phoenix" are the traditional
totems embedded with people's blessing and hope.
Phoenix has left a deep imprint in Chinese civilization. The auspice and hope
represented by it has always been a part of people's daily life.
Visual creation concept: Passion, Vigor, Culture and Celebration.
In conformity with the concept of "People's Olympics" of the Beijing Games,
we aim to express Chinese people's hospitality in inviting the world and
blessing the world, to exhibit the vitality and passion of the Olympic Games,
and to deliver China's long history and unique culture with modern technique.
According to this design concept, we determined our ultimate goal as under
the guidance of the basic values of the Olympic Games, taking the unique culture
of the host country and host city as the basis of the visual design, to create a
Chinese humanistic style, unique and vigorous core graphic for the Olympic
The torch relay graphic is comprised of the core graphic of the Beijing 2008
Olympic Games and the traditional Chinese phoenix pattern.
The torch relay graphic comprises the lucky cloud pattern exquisitely with
the phoenix pattern, achieving the effect of vivid and distant. The modern
design deeply expresses the unique integration of hardness and softness,
implicitness and elegance in traditional Chinese arts.
The phoenix joins the great Olympiad, brining the hope of luck and peace to
the world, representing the core connotation of the torch relay