Research on Symbolic Communication and Social Identity Construction in Logo Design: A Case Study of the Beijing and Tokyo Olympic Games

Abstract

With the development of globalization and media convergence, visual symbols have become increasingly significant in public communication. Consequently, logo design is no longer merely a component of visual identity systems but has evolved into a crucial medium for
national cultural narratives, emotional cohesion, and the articulation of values. Particularly in major international sporting events such as the
Olympic Games, the emblem, as the most core visual symbol, is often imbued with multiple meaningsincluding cultural identity, social
sentiment, and political symbolismthereby serving as a vital means for nations to showcase their civilizational characteristics on the global
stage. As the visual embodiment of the Olympic spirit, the Olympic logo functions as a central symbol in cross-cultural communication; its
effectiveness in symbolic construction and transmission directly influences the formation and dissemination of social identity. This study takes
the emblems of the Beijing and Tokyo Olympic Games as its research subjects, employing case analysis, comparative research methods, and
semiotic theory. It focuses on the extraction of symbols, encoding methods, and transmission pathways in logo design, exploring how Olympic logos carry national culture, contemporary spirit, and value systems through visual symbols, thereby facilitating the construction of social
identity. The research finds that the Beijing Olympic emblem, grounded in Chinese calligraphy, seal carving, and Han character culture, places
traditional symbols at its core. Through concrete encoding, it conveys familial-national sentiment and cultural confidence, reinforcing both internal national identity and international cultural recognition. In contrast, the Tokyo Olympic emblem employs minimalist geometric symbols,
integrating Japanese minimalist aesthetics with modern design principles to achieve a balance between tradition and modernity, while conveying values of diversity and inclusion. Although the two emblems differ in their symbolic choices and modes of transmission, both successfully
realize the embodiment of the Olympic spirit and the consolidation of social identity through precise symbolic encoding and clear communicative logic. This study aims to enrich theoretical frameworks concerning symbolic communication and social identity in logo design, offering
practical guidance and theoretical support for the design of major event logos, the cross-cultural transmission of cultural symbols, and the
construction of social identity.