The Look of 2010

Steve Lange's job is to 'brand' the 2010 Olympics. He's studied Athens & Turin and right now he's doing some hands-on research in Beijing.

He's researching not only how the Beijing Olympic Committee has branded their games but what technology and methodologies their using. He's looking at lighting, building wraps, and more.

In addition to Vancouver's plans for fence wrappings and extensive signage the International Olympic Committee insists that the organizing committee buy out or control the space of billboards along major Olympic routes to limit the amount of "ambush" advertising by competitors of Olympic sponsors.

In Vancouver's case, Vanoc has acquired all of the rights to major sources of outdoor advertising, from billboards to bus shelters throughout the area.


More from the Vancouver Sun.