The image that identifies the XVI Pan American Games 2011 is a representation of both the Americas and the Olympic sport, expressed through one of its most symbolic: the Flame.
The Olympic Flame is the most revered symbol in every Olympic Games. The idea of the logo was adopted from previous games where the sacred flame was still burning on the altar of Zeus in all competitions.
The lighting of the 2011 Pan American flame was carried out in the archaeological zone of Teotihuacan by indigenous ritual ceremony, seeks to represent the values of excellence, friendship and respect.
The distinctive detail as the host city and organizer of the Pan American Games, is symbolized by an agave that supports and embraces the torch as a key message carrying the major role of Jalisco during the sporting event.
The logo uses three of the five Olympic rings colors: yellow, blue and green. And added later was the magenta color representative of Mexico, the orange, as a complement that denotes the strength of the flame and the green-blue that represents the agave.
The concept is complemented by the slogan “Fiesta de America” expressed in the three triangles that form the athlete carrying the torch and in turn represents the Americas.
Jorge Chavez is a Social Marketer in Mijo! Brands in Mexico. Follow @jorgemijobrands
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