PyeongChang, South Korea, will be hosting the XXIII Olympic Winter Games in 2018. Back in May, the Organising Committee revealed the branding for the games. The logo is inspired by Hangul (the Korean alphabet) and the oriental philosophy; heaven, earth and the harmony of people. The open square emblem symbolises an open space where people from around the world can come together and celebrate. It is also inspired by snow, ice and the star of winter sports. The colours used for the logo were not only inspired by the Olympic rings, but the Korean 5 cardinal colours. Attached at the bottom is a very generic sans serif logotype. The use of straight lines creates a very minimal and clean look and because these graphic elements are used on all their marketing collateral, the brand becomes very recognisable. When the elements are animated it shows how welcoming, playful and energetic the event will be.