brand - Rio 2016

The Olympic
Movement
Lesson 3
The Mascot and the Brand
Objectives
1 | Identify the mascot as a symbol of
each edition of the Olympic Games
2 | Recognise the main mascots
throughout the editions of the Games
3 | Recognise the importance of the
brand in preparing and staging the
Games
Introduction
Now that you are familiar with the main
Olympic symbols, let us talk about the
mascots and brand.
From the dog to the snow leopard or even
through ice cubes in human format, the
mascots attribute an element of humour
and joy to the Olympic experience.
The mascots and the brand are a very
effective communication tool, in the
same way as a slogan.
1
The Olympic
Mascots
Lesson 3| The Mascot and the Brand
Chapter 1 |The Olympic Mascots
The mascots contribute to the efforts of offering a warm welcome to athletes
and visitors from around the world in the Games host city.
Over the years, the Games mascots have become examples of
ingenuity and artistic
creativity.
imagination,
Lesson 3| The Mascot and the Brand
Waldi, the dachshund of the Munich Games, to
Amik, the beaver of the Montreal Games, the first
From
mascots were emblematic animals of the host country.
In 1992, Barcelona surprised the world with Cobi, an
avant-garde dog created by famous designer Javier
Mariscal. Following Cobi, a variety of mascots based on
people, animals or even mythical and imaginary
creatures emerged.
Chapter 1 |The Olympic Mascots
Lesson 3| The Mascot and the Brand
Chapter 1 |The Olympic Mascots
Glossary
The word mascot derives from the Provençal
language, appearing in French dictionaries in the late
19th century. The term has spread since the
triumphant performance of singer Grizier Montbazon
at an operetta called “La Mascotte” in 1880.
The impact was so great that jewellers created a
pendant for bracelets with the picture of the singer
wearing the costume during the performance.
Lesson 3| The Mascot and the Brand
Chapter 1 |The Olympic Mascots
Learn more...
The first Olympic mascot - which was not official
- was called Schuss and was used at the 1968
Grenoble Winter Olympic Games.
Four years later, in the 1972 Munich Summer
Games, the first official Olympic mascot was
created. Since then, these friendly symbols have
become the most memorable and popular
ambassadors of the Games.
Lesson 3| The Mascot and the Brand
Chapter 1 |The Olympic Mascots
A LITTLE HISTORY
Misha, the Moscow
1980 mascot
In a thrilling finale, Moscow 1980
mascot Misha gave a grand farewell
to 100,000 spectators at the Grand
Arena in Moscow at the end of the
closing ceremony of the Games.
With tears in his eyes, he was
lifted by balloons and disappeared
into the sky.
2
The Brand of
the Games
Lesson 3| The Mascot and the Brand
Chapter 2 | The Brand of the Games
The Olympic Games are unique.
Athletes from all around the world
participate.
Their
achievements
are
observed from near and far by hundreds of
millions of viewers.
Every four years, a different city wins the
right to host the Games.
For each edition of the Games, a new
brand is created.
The brand of the latest edition of the Games:
Londres, 2012
Lesson 3| The Mascot and the Brand
Chapter 2 | The Brand of the Games
Check out some
of the brands of
the Olympic
Games over
the years!
Lesson 3| The Mascot and the Brand
Chapter 2 | The Brand of the Games
As you already know, the next edition of
the Games will be held in Rio de Janeiro
in 2016.
The brand of the Rio 2016
exudes creativity and beauty.
Games
It depicts the contagious
of cariocas, in addition
exuberant nature of
Janeiro.
energy
to the
Rio de
Lesson 3| The Mascot and the Brand
Chapter 2 | The Brand of the Games
PASSION AND TRANSFORMATION
Passion
that unites all Brazilians
in the staging of the Rio 2016
Olympic and Paralympic Games.
Transformation
shown in the
pride to build a new reality for
progress.
Lesson 3| The Mascot and the Brand
Chapter 2 | The Brand of the Games
Learn more...
For the first time, we have the brand of the
Games in a three-dimensional version, as a sort
of mini-sculpture.
The three-dimensional brand offers a unique,
interaction experience and gives a special
meaning to each aspect.
Consolidating and testing your
knowledge
To complement your study, please watch the videos.
The Brands creation process
Mascot Rio 2016
Lesson 3| The Mascot and the Brand
Consolidating and testing your knowledge
To reflect on
What feeling does the brand of the Rio 2016 Games
arouse in you?
In your opinion, why is the Games brand so
important for the host city?
Lesson 3| The Mascot and the Brand
Research and record!
Now that you know the role of the mascots
for the Olympic Games, research the
mascots of all Games editions.
Then select five and record some curious
facts about each of them.
Consolidating and testing your knowledge
Lesson 3| The Mascot and the Brand
Remembering
The mascot and the brand have the task of shaping
the Olympic spirit, spreading the values highlighted
in each edition of the Games, promoting the history
and culture of the host city and giving the event a
festive atmosphere.
Conclusion
You have just completed lesson 3 of the Olympic
Movement course.
In this class, you studied the mascots and the
brands of the Games throughout time.
Access lesson 4 and proceed with your study.
Title
CATALOGRAPHIC CARD
The mascot and the brand
Theme Olympic Movement
Key Words mascot, brand, Rio 2016, symbols
Date of publication
Edition
Author/Creator
Collaboration
Images
Type of document
Language
Digital Object
Format
Original
Location
02/2016
First edition
Rio 2016 Organising Committee for the Olympic and Paralympic Games
Brazilian Olympic Committee - COB
Rio 2016 Images Database
Getty Images
Digital Lesson
English (United Kingdom)
Presentation slide
.pps e .pdf
www.rio2016/educacao