ABSTRACT
Creative design transforms eventscapes and this chapter focuses mainly on techniques of graphic design. While enhancing event experiences, design should communicate with a wide range of stakeholders, presenting values associated with the event and the host environment. The emergence of design culture and the way it is structured are discussed before considering the language of place from a marketing perspective. The creation of an Olympic Look in host cities is discussed in detail, using examples from both Winter and Summer Olympic Games. This is supported by case studies written by people responsible for creating the visual identities at the Vancouver 2010 Games and for the London 2012 Games.
