Winter Olympics 2034 -Harbin, China

| Branding Design

The Winter Olympics exemplify the peak of human athleticism, and every four years, a selected country becomes host to over eleven thousand competitors as they participate in 109 events over two weeks. During this time, the host country’s culture, creativity, technological achievements, and geographical beauty are on display to the world.

The goal of this project is to develop a branding proposal that includes a logo, icons, signage, apparel, medals, and mascot that represent Harbin’s culture, geography, and historical achievements, while translating and respecting traditional Olympic brand elements and values.

Ying Yang black Icon

Balance

Harbin is located in the Northeast of China and is considered the center of politics, economy, and culture for its vast diversity

Lotus flower black icon

Growth

Harbin was a fishing village. With the construction of the Eastern Railway, it became the region’s industrial base and shipping center

Chinese knot black icon

Unity

Known as the “City without walls,” Harbin has embraced different cultures with open arms. It is a place where religions collide and live in harmony.

Black Dragon Silhouette in movement

Power

Harbin has the world’s largest ice and snow festivals, featuring life-sized sculptures that show the power and determination of its people.

Logo System

A colorful infographic illustration with the Olympics logo at the bottom, an Illustration of the Harbin Dragon Tower, representing growth and progress, and a stylized medal wrapping around it to signify achievement and discipline.

Primary Logo

Colorful logo featuring a stylized icon of the Harbin Dragon Tower top with text reading 'Harbin 2034' with a circle yellow background

Secondary Logo

Color Palette

Color swatches with labels for Light Navy Blue, Dragon Teal, Victory Yellow, and Icy Grey.

Typography

Black and white typography samples that represent the fonts chosen for the project
Black and white typography samples that represent the fonts chosen for the project

Insights

The branding for Harbin’s 2034 Winter Olympics proposal was designed to highlight and transmit the city’s core values: community and tradition. It is meant to convey action, energy, and the beauty of winter, while making it warm and welcoming.

The logo was drawn with inspiration from Harbin’s Dragon Tower, a renowned landmark and cultural symbol. The ribbon wrapped around the tower embodies the achievements of every Olympic athlete, but also represents Harbin’s own history of growth.

Sport Icons

  • 冰壶

    Curling

  • 高山滑雪

    Alpine Skiing

  • 花样滑冰单人滑

    Figure Skating Single

  • Icon-for-figure-skating-pairs

    花样滑冰双人滑

    Figure Skating Pairs

  • 冰球

    Ice Hockey

  • A stylized white figure of a person hiking or climbing, holding trekking poles, set against a blue and teal abstract background with circular shapes.

    冬季两项

    Biathlon

  • Abstract background with curved shapes and a white stylized swimmer icon.

    滑雪板

    Snowboard

  • Stylized white illustration of a person surfing on a wave set against a blue gradient background with circular abstract shapes.

    跳台滑雪

    Ski Jumping

A gold Olympic medal with the Harbin Winter Olympics logo, featuring mountains and Chinese swirl design, hangs from a blue ribbon with snowflake and Olympic symbols, including the word 'HARBIN' and the Olympic rings.

The hexagonal shape was chosen to symbolize perfect balance, a core value that serves as a reminder that talent must be paired with discipline to achieve greatness. It also conveys a message of openness and unity, encouraging the growth of cities without walls, where peace and acceptance guide how we interact with one another.

The medal has three main elements: A traditional Chinese pattern, a mountain silhouette, and the Olympic rings, which altogether are meant to evoke the spirit of connection. It celebrates both individual and collective harmony. It reflects a vision of Harbin as a city that embraces its traditions while opening itself to the world.

Three Olympic medals in bronze, silver, and gold with mountain and cloud designs, displayed against a dark background.
Animated blue dragon with big eyes and sharp teeth, sitting outdoors in a snowy landscape with snow falling and trees in the background.

Nature

⁎

Healing

⁎

Peace

⁎

Courage

⁎

Nature ⁎ Healing ⁎ Peace ⁎ Courage ⁎

Cartoon blue dragon with white eyes and sharp teeth, balancing a snowball on its nose with snow falling in the background.

KAI YONG

Born from the icy mist that rises over the Songhua River, Kai Yong is a young dragon who embodies nature, healing, and peace. His shimmering blue scales reflect the sparkling sculptures of Harbin’s world-famous Ice and Snow Festival.

Kai Yong loves to glide through the snowy mountains, watching locals and visitors ski, laugh, and celebrate the season together. With a courageous heart, he is always excited to make new friends and share the magic of Harbin’s winter landscape.

As a mascot, Kai Yong represents the city’s harmony between culture and nature. He celebrates Harbin’s traditions, northern beauty, and warm community spirit.

Young woman with curly blonde hair standing on an outdoor running track, wearing a gray sweatshirt with a blue graphic and Chinese characters, with athletic fields and trees in the background.
A woman in casual gray sweatpants and a white T-shirt with a colorful design of a blue dragon, standing with one hand in her pocket, against a plain background.
A young man with dreadlocks wearing a white T-shirt with graphics of the 2034 Harbin Winter Olympics, holding a coffee cup, standing outdoors in an urban setting.
A young man with short dark hair, sitting against a rocky background, wearing a beige T-shirt with a design promoting the 2034 Winter Olympics in Harbin, featuring a stylized ice sculpture, Olympic rings, and the text "HARBIN 2034 WINTER OLYMPICS."