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Creating a brand identity for the Olympic Games is, at the same time, an exciting and treacherous brief. On the one hand, designers have a chance to create something truly unique that is a significant part of history. On the other hand, there is a great deal of pressure and, usually, the results are met with skepticism or flat-out scorn.
Sarah Berkheimer, design director of Cactus, may have put it best.
“I recognize that branding something as culturally ubiquitous as the Olympics can not be an easy task, to say the least.
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