think demux

What are the Olympics?

Even in this age of media splintering, they’re a festival of global hypnosis. Each one, in time, becomes a cultural artefact.

Without resorting to a Google, I can’t tell you anything about Mexico ’68. Apart from the fact it had a great logo.

Beijing 2008 is already crafting its legacy. PR disaster leads the pack. After events in Paris and London (to name just two of the incidents), it’s going to take a spectacular recovery to turn things around. And that’s before we’ve even heard a starter’s gun.

But whatever the political obstacles, for an Olympics to get off on the B of the BANG it needs well-honed branding. Here, notoriously, London 2012 false-started.

You can check out 100 years of high-performance Olympic design if you’re in London this weekend. And wherever you are in the world, events in Beijing this summer will eventually find their place in your cultural memory.

Recommended: What is the World Cup? Eric Hobsbawn‘s thoughts on ‘Nations and Nationalism in the New Century’.