ZAKOPANE
2022 WINTER OLYMPICS
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CONTENTS A Compelling Argument Mission Statement History Geography The City Art & Culture Night life Recreation Weather & Climate Venue Capacity Possible Concerns
Design in Action 3 4 6 8 10 14 17 18 19 22
Concept Design Studies Logo Introduction Wycinanki Concept Parzenica Concept I Parzenica Concept II Pictograms
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Development Introduction Pattern Studies Sign Concepts Tickets Athletic Events and Spaces Athletic Apparel Clothing Apparel Merchandise Transportation Environmental Posters Drinkware Brochures Mobile Packaging Media Packaging
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Information Resources Templates Image Resources
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Citations
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MISSION STATEMENT Representing Zakopane and Poland as the 2022 Winter Olympics host will be accomplished through illustrating the growth and prosperity of Poland with visual branding that embraces the legacy and pride of the Winter Olympics focusing on the same standards of excellence, hospitality, and unity.
The objectives are to develop a well-grounded research foundation, a design style that provides a unique feel for Zakopane while encompassing the spirit of the Olympics, and build a visual communication platform to engage various forms of mass media and social media.
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HISTORY Poland’s history demonstrates that it is a country of unity and preservation. Poland has experienced several governmental entities, from being a kingdom beginning in mid-900 to that of a dynasty with Lithuania until it was no longer a nation in 1795. It wasn’t until 1918 that Poland became an independent state once again. However, this was a brief moment with the arrival of the Nazi army in
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1939 starting World War II with the blitzkrieg of Poland. Poland is tragically remembered as the site for the first invasion of the Nazi army and the persecution of the country’s people which lasted the duration of the war. At one time, there were six extermination camps located in Poland by the Nazi army. Now, 70 years later Poland is a land of life and celebration.
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GEOGRAPHY Poland has grown since the fall of communism in 1989, and since its admission to the European Union in 2004, it has become the 6th largest economy in the European Union. A nation of nearly 38 million people, Poland occupies a space of 312,679 km2 and holds the title as the largest nation in Central Europe. Due to its growing economy, the stakeholders within the International Olympic Committee as well as the
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marketing brands that contribute to the visual communication of the Olympic Games can find success in the legacy that Poland will present. At the southern tip of Poland is the city of Zakopane, nested within the Tatra Mountains, Poland’s only alpine-like mountain range. It is this area that presents the best location for the 2022 Winter Olympics in Poland.
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THE CITY Zakopane may be a city of 30,000 occupants, but it is also a main tourist attraction and draws in 1.5 million people every year. There may be a concern that Zakopane will need to accommodate that large amount for the short span of Winter Olympic games rather than spread out over the course of the year. With the aid of nearby cities such as Krakรณw, the flow of the Olympic attendees can be alleviated.
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As the second largest city in Poland, Krakรณw is located 85 kilometers north of Zakopane. With international airports, a lower elevation, and access to Zakopane Olympic events, the experience of the Winter Olympics can be enjoyed by more guests, athletes, and other attendees. Krakรณw supplements the Zakopane Olympics with extra venues for competitions, recreation, and sleeping space without stress on transportation.
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ZAKOPANE STYLE Zakopane claims an art identity known as Zakopane Style which is most seen through their architecture, but also prevalent in their furniture and other industrial arts. The style is uniquely Polish and has become a national heritage in art. As a result, museums like the Tatra Museum and the Museum of the Zakopane Style at Koliba Villa provide recreational outlets.
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The Zakopane style was designed by Stanislaw Witkiewicz to create a distinct regional style. To do this,
he paired the culture of the local people with the architecture of the Carpathians along with an Art Nouveau flair. Within the Tatra Museum, many examples show the intricate wood styles that represent life through floral patterns and symmetry. The Zakopane Style is characterized by tall triangles contrasted with curvilinear roofs and awnings. The interiors are made primarily of wood. The colors are earth in tone, and range from an analogous scheme to one of contrasts from lights and darks.
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WYCINANKI & PARZENICAS Wycinanki cut-outs illustrate the vibrant colors synonymous with celebrations of the Polish people. Intricacy and attention to detail is a characteristic in Polish art that is designed throughout their textiles, architecture, and their life. The people of Zakopane belong to a region called Podhale, and traditional art uses a pattern called the parzenica. Podhale holds on to their traditional roots in many aspects of their life. 12
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NIGHTLIFE The nightlife in Zakopane consists of a dozen or so clubs and bars, some located within the city while others are located in lodges, like in the case of Winoteka pod Berłami and Dworzec Tatrzański Club. Along with the nightlife in Zakopane, restaurants are a highlight for the guests of the Olympics. Within Zakopane are nearly 50 restaurants such as Pstrąg Górski, a popular restaurant specializing in a menu of fish recipes, and Karczma Zapiecek which both build their repertoire on a traditional Polish menu. 14
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RECREATION As a result, museums like the Tatra Museum and the Museum of the Zakopane Style at Koliba Villa provide recreational outlets as well as other public attractions including the Kino Sokoł 3-D Theater, spas, and shopping.
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WEATHER & CLIMATE The weather in Zakopane shows a mild winter during February with temperatures ranging from about 15° to 45° Fahrenheit. This may seem like a concern except it must be remembered that many of the skiing events will be held in the Tatra Mountains where the high temperature would remain below the freezing point.
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VENUE CAPACITY Zakopane has the credentials to host the 2022 Winter Olympic Games. Other winter sport events hosted at this site has been the 1993 and 2001 Winter Universaide Games, an international winter games that is considered to be the second largest global sports event after the Olympic Games. In the most recent Universaide events, over 2,500 participants from over 50 countries were present. In addition to the Universaide, Zakopane hosted the European Biathlon Championships and the FIS Ski Jumping World Cup in January, 2017.
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ZAKOPANE ARENAS Zakopane’s venues have received international attention. Among some of the more successful venues are Wielka Krokiev ski jump and the COS-OPO ice rink. Both of these sites have attracted many competitors and fans. In the case of the Wielka Krokiev stadium, 80,000 spectators are able to view the ski jumping event. Located 15 minutes from Zakopane is the Koscielisko-Kiry Biathlon course supporting a 3km loop. 21
POSSIBLE CONCERNS With a yearly tourist rate of 1.5 million people, there may not be enough hotel accommodations for all of the guests of the Olympic games. An additional 8,000 beds will need to be built in Zakopane while Krakรณw will need to supply 5,500 to satisfy this need. On a positive note, this will increase the employment rate of the region.
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A second concern is the energy needs for Zakopane. Home to a small power plant known as the Zakopane Resort power plant, extra energy will be needed, which in turn may affect the carbon footprint. With the help of Dow Chemical Company, the use of green friendly lighting systems, air purifiers, and solar power will lower energy costs.
Transportation to a remote region like Zakopane may be a challenge. Located 50 miles from the city is John Paul II Krakรณw-Balice International Airport and the Poprad-Tatry Airport is located 20 miles away. Railways and highways connect Krakรณw with Zakopane, but modifications would make traveling more convenient.
Finally, guests may worry where hospitals are. For the benefits of the fans, athletes, coaches, and other attendees of the Winter Olympics, Zakopane and the surrounding area has excellent access to hospitals. Within Zakopane itself, there are two hospitals available, and in Krakรณw, 50 miles north, there are three hospitals.
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LOGO INTRODUCTION During the logo design concept phase for the Zakopane Winter Olympics in 2022, influences are centered around regional art, tradition, and national pride. Two folk styles were considered known as the wycinanki and the parzenica. As color schemes were gathered, places, people, and patterns inspired the colors. Photographs collected showing people and the landscape illustrated the types of colors found in Zakopane life. 24
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WYCINANKI CONCEPT Wycinanki are intricate cut-outs that possess symmetry, positive and negative space contrast, and dynamic shapes. Subject matter is usually about flowers or trees, roosters, and rural life. This style of folk art is characterized as a unique Polish art. Art pieces that are about flowers tend to be highly colorful. It these shapes and colors that drive this design concept.
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The wycinanki logo design follows similar characteristics to the cut-out counterparts with symmetry and layering. The vibrant colors convey the coolness of the winter Olympic games along with the warm colors as emphasis. Symbolizing the Olympic torch, the logo uses the flower imagery of the folk art.
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PARZENICA CONCEPT I Parzenicas are embroidered patterns unique to Zakopane and the nearby region known as Podhale. The pattern is worn on the upper front of men’s pants. The design is loosely based on a heart shape but embellished through geometric shapes such as dots and repetitive curls. These patterns also find their place burnt as decorative wood pieces within the Podhale buildings.
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Designing with the parzenica allowed for geometric connections to snowflakes to drive some logo concepts. Though this design stays truer to a snowflake, the parzenica loses 2 curls. A complementary color scheme is applied for contrast with an emphasis of cool colors.
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PARZENICA CONCEPT II Most parzenica patterns are worn as symbols by the men, each time on the pant legs. There are times when the design of the parzenica breaks from the tradition and is used in other areas, like on sleeves or other embroidered textiles. The design located here carries a more dynamic slant and is part of a patterned border. The slant inspires the second logo concept.
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With a more whimsical change of parzenica, this design is simplified and inspires better typography. There is an obvious break from the symmetrical presentation of the folk textiles. As the logo is designed, choosing where to place type is crucial for balance and style harmony. The stems of the design influenced the pictogram set for these winter Olympics.
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PICTOGRAMS The style of pictograms follows both inspirational ideas of the wycinanki and the parzenicas. Primarily, the stems of the parzenicas help form the limbs of the pictograms with the curved ends of the stems built into the core of the figures. This leads to a gestural form of the pictogram. Using a solid color for the positive space allows for the pictogram to be used on light color. Alternately, a white color may be used for the forms if the background is more colorful in the case of the tickets. 32
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DEVELOPMENT INTRODUCTION In order to begin designing the elements that will become the Zakopane Winter Olympics 2022 branding package, a sign needed to be developed that combines the logo with other information that includes the region, the culture, and the pride of Zakopane. Following that process begins the application of this sign throughout Zakopane, Poland, and the world to promote the unity and pride of the Olympic Games committees.
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Among some of the venues for design placement include: Arenas, Wayfinding signs and banners, Athletic uniforms, Event brochures, Transportation, Clothing apparel, Posters, Storefronts. The design venues are not limited to this list.
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PATTERN STUDIES In consideration of the sign, patterns and symbols were studied and applied in juxtaposition with the Winter Olympic emblem. Many of the Zakopane Style motifs were floral, and this created a challenge to represent the winter games without impressing a spring feel. Blue color tones were used to cool down the patterns.
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SIGN CONCEPT The sign incorporates patterns from the industrial arts found in the Zakopane Style, the Winter Olympic emblem, wycinanki symbols, and a symbolic representation of the Tatra Mountains that overlook Zakopane.
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TICKETS The tickets created for the Winter Olympic Games features a white pictogram of the sport event on top of the Zakopane patterns. The wycinanki torch shape is still prevalent as a design element to unify the logo emblem with the design elements throughout the branding package.
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1 8 : 3 0 G U BAŁÓW K A H I L L F U N I C U L A R
S NOW BOARD PA RA LLEL GI A NT SLA LOM ZAKO PANE 20 22
GU BA ŁÓWKA HI LL F U NI C U LA R
Gate Section 5 102
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ATHLETIC EVENTS AND SPACES One of the most common places where the Zakopane Olympic design elements will be seen is during the many Olympic events. Some of the considerations for harmony is in understanding the visual space that the arenas, the stands, and other scoreboards have to present the Zakopane Olympic brand. The sides of the rinks, flags at the slalom slopes, and placements within the snow arenas become canvases for design elements. 41
ATHLETIC EVENTS AND SPACES CONTINUED
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ATHLETIC APPAREL Just as the branding is able to be modified for spaces, the design elements can be adapted for different clothing attire including athletic bibs, warm-up jackets, and stocking caps. An advantage from producing various forms of clothing with similar design motifs is to express kinship and connection for athletes regardless of their nationality of origin.
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CLOTHING APPAREL Fans have the opportunity to participate with the Olympics in a visual way by purchasing clothing with the designs of the Zakopane 2022 winter games. The designs for the shirts, beanies, and hooded sweatshirts alter the design yet carry the same connection to the Olympics in Zakopane.
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MERCHANDISE A fun aspect of the Olympic games is to partake with the merchandise items. These items create a familiarity amongst fans, become collectible memoribilia, and shows the support of the Zakopane Winter Olympic brand.
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TRANSPORTATION Not only will the Olympics be represented by moving around Zakopane, but traveling to the Olympics will be adorned with similar styled designs. Flying into the John Paul II International Airport Kraków–Balice will show off several icons to celebrate the Olympic Games in Poland. Vehicle wraps will cover airplanes coming to the airport and busses departing to the Olympic villages.
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ENVIRONMENTAL Promotional imagery is used throughout Zakopane and Krakow with wycinanki motifs in forms of transportation wraps, signage in bus stops, and street banners. These elements are designed to enhance the experiences through both aesthetics and familiarity to the Olympic village, host city, and other Olympic venues.
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The streets and shopping areas of Zakopane are lit with curvilinear lamp posts. With the 2022 Winter Olympic games hosted in Zakopane, banners will adorn the streets providing a way to identify welcome areas. With the amount of street lamps, there can be many variants to the banners.
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POSTERS Posters highlighting the many events will be used throughout the cities on the walls of the buildings and within stores. Other locations include airport and bus terminals. Not only do they serve as an aesthetic piece, but as a reminder of areas in which the events are being held.
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DRINKWARE Hydration is important for the athletes and spectators while attending the games. Available are some designs on reusable water containers for those who are active and on the go. For those who have a more leisurely day and enjoy their coffee, there is a commemorative coffee mug with the Zakopane 2022 Winter Olympics design.
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BROCHURES When attending the events at the Olympic games, spectators may acquire informational brochures that may present the event sport, the rules, and the schedules. In this example, speed skating is shown with the pictogram and design elements as the cover. Within the brochure, the design elements are reduced so not to distract from the information but to supplement.
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MOBILE PACKAGING Perhaps the most popular way spectators will interact with the Zakopane 2022 Winter Olympics is through the various digital media platforms such as online media and mobile apps. With as many different digital avenues in use, there are challenges in creating consistency throughout so that the networking is strengthened rather than distressed.
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MEDIA PACKAGING The Zakopane Winter Olympics website is a hub for spectators to connect with the events, medals, shopping, and other aspects. The goal of a multi-media package is to connect the social, web, and television media. In this image, the Olympic Torch Relay is mapped throughout Poland until it reaches its destination for the Opening Ceremonies. This page lists several informational facts centered around the Olympic torch. 60
ZAKOPANE 2022 Events | Activities | Medals | Schedule | Results | Videos | Tickets | Olympic Torch Relay | Olympic Store
FOLLOW THE OLYMPIC TORCH RELAY
DID YOU KNOW? The Mother Flame is lit in a special ceremony, using a parabolic mirror to reflect the sun's rays and create a fire. The flame is considered to be more pure because it is lit by the sun.
THE TORCH OF THE AGES
Every Olympiad designs a new torch that must meet the needs of the International Olympic Committee in both branding and technology. Click through the slideshow to view the way the torch design has changed for each Olympic game, and follow the poll results for what the favorite torch design has . . .
As tradition has it for over a hundred years, the Olympic torch always starts in Athens, Greece. As a great honor the torch circumnavigates the globe until it reaches its
THE TORCH AND THE VILLAGE
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