On May 6, 2010, the official slogan, logo and mascots for Qingdao International Sailing Week were released, with "Carrying on Olympic Spirits, Sailing Qingdao" as its slogan, and Hailing'er (Sea-Spirit) and Haixing'er (Star-Fish), as its mascots, depicted in lovely cartoons of water drops and star fish.

After its successful holding of the First Qingdao International Sailing Week in 2009, this year's sailing week will fall between August 21 and August 29. The event will include the second "Mayor's Cup" Dalian-Qingdao Shengli Joint-Stock Rally for Sailing Boats, "Shandong Merchants' Cup" Qingdao International Sailing Boat Competition, and Training Camp for OP-Grade Sailboat. With a Summit Forum for First Olympic Sailing City Majors and International Sailing Sports as its highlights, sailing city majors from all sessions and international sailing representatives will be invited to the forum. During its session, a series of wonderful sailing competitions and cultural activities will be organized, adding more glamour and charm to Qingdao, which will give an impetus for the "Sailing City".

On January 5, the Qingdao International Sailing Week organizing committee released the collection notices for International Sailing Week and the summit forum, which were responded to with great enthusiasm, receiving 669 pieces of design. It also drew the attention of designers and professionals from Shanghai, Beijing, Hainan, Heilongjiang and other provinces and cities, whose works amounted to 70% of the total. This reflected the major influence and popularity of Qingdao International Sailing Week 2010.

Thanks to the experts' recommendation and selection, the slogan, the logo image and mascot have been determined recently, with "Carrying on Olympic Spirits，Sailing Qingdao" as its slogan. The logo is based on the logo of the 2006 and 2007 Qingdao International Sailing Weeks, though some modifications were made. The mascots are named as Hailing'er (Sea-Spirit) and Haixing'er (Star-fish) respectively, and were designed by professional companies according to the features of sailing competitions.

Haixing'er, literally meaning Star-Fish, displays the sentiment of "wanting to be a sailing champion." Hailing'er, with the literal meaning of Sea-Spirit, shows an enterprising spirit, the happiness and freedom advocated in International Sailing Week, which are an implication of developing and fulfilling the sailing competitions.