BELGIAN NOC UNVEILS NEW LOGO

Brussels, 6th May 2014 – the Belgian Olympic and Inter-Federal Committee (COIB) has today unveiled a new logo that, as stated on their website, “embodies our passion for the athletes who represent our country at the highest level, whilst also symbolising the concepts of solidarity and fraternity … The COIB’s new ‘Corporate Identity’ is a first step on the way to the Rio 2016 Olympic Games.”
The logo was presented at a press conference jointly organised with the Federation of Belgian Enterprises (FEB), as part of Belgium’s ‘Road to Rio’ project, and shows an athlete raising the Belgian flag in sign of victory, representing Belgium winning on the international front, and also highlights the five rings underlining the Olympic values of universality, peace, fraternity and excellence.
It replaces the COIB’s logo since 1991, a stylised athlete raising an arm to the sky, depicted with three lines in the national colours. “We have used this logo for 20 years, and a number of our partners felt that it had done its time, and this has led to the creation of this new logo,” said the COIB in a statement.
The new logo also incorporates a new concept: ‘Team Belgium’, and will be the mark used in all COIB communications from here on, starting with Rio 2016. These developments follow the arrival of the new COIB CEO Philippe Vander Putten.
The new COIB logo has been approved by the IOC.