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The upcoming Winter Olympics in Sochi are set to be the most lavishly expensive that the worlds ever seen, but you wouldnt know it by looking at the logo. Excepting the Olympic rings, theres no drawn element here, leaving the viewer to construct his own metaphors — such as the apparent reflection between Sochis name and the year 2014, which has been argued to suggest the duality of combining tradition with innovation. In discussing the logos design with The New Yorker, Guo Chunning — who designed the Beijing 2008 emblem — says he was surprised by its minimalism and lack of a graphical element. Nonetheless, you dont have to go far to find the flair and outward confidence that the Sochi Olympics represents for Russia: a lot of the branding that the country is doing will actually manifest itself through the designs splashed across official facilities, transportation, merchandise, and apparel.