Organizers want new 2034 Games branding to ‘engender statewide public engagement’

With an even 3,000 days to go until the opening ceremonies of the 2034 Winter Olympics and Paralympics in Salt Lake City, officials met at the Salt Lake City International Airport on Nov. 24 to announce new branding for the event. 

Gov. Spencer Cox joined organizing committee members to announce that the games will go by the moniker “Utah 2034” and to display the official wordmark that will represent the Utah rendition of the quadrennial sports showcase. Officials also debuted a merchandising program and unveiled a new art installation that will be on display at the airport for the eight-plus-year runup to the Games’ start on Feb. 10, 2034.

Cox took the occasion to remind Utahns that the Olympics are not just a global event, nor are they confined to Salt Lake City itself.

“The 2034 Winter Olympics are going to unify the world, but they’re also going to unify our state,” Cox said. “The focus isn’t just on those 100 countries that are going to be coming here. The focus is also on those 29 counties all across this state. This isn’t just the Salt Lake Olympics. It’s not just the Wasatch Front Olympics. This is our Olympics. It’s all of us together — and I can’t wait.”

Fraser Bullock, Utah 2034 organizing committee president and executive chair, seconded Cox’s focus on the entire state.

“From our capital of Salt Lake City out to every corner of our state, the Utah 2034 Olympic and Paralympic Winter Games will be shared by all Utahns,” he said. “We are all Utahns together. Faster, higher, stronger — together.”

Utah 2034 CEO Brad Wilson and Vice Chair Steve Starks also spoke at the ceremony, continuing the statewide involvement theme.

Wilson said Utah will take advantage of the occasion by “showcasing to the world our landscapes, our values and our passion for service.”

“The Utah 2034 wordmark tells the story of the state of Utah and the athletes who will compete in 2034,” said Starks. “The unique characters of Utah 2034 are embodied in it with shapes and angles reminiscent of the landforms of the American West, as well as those of athletes in action.”

The creative vision for the custom logo was developed by the organizing committee and overseen by Salt Lake City sports branding consultant Molly Mazzolini in collaboration with a team of outside designers.

“The Utah 2034 organizing committee is keen to build on its strong public engagement in the state and grow its fan base nationwide,” the committee said in a release.

As part of the marketing initiatives, the organizing committee announced a partnership with LA28, the organizing committee for the Summer Olympic Games in Los Angeles in 2028, and the U.S. Olympic and Paralympic Committee to produce its first merchandise line, called the Utah 2034 Collection. A selection of apparel and hardline merchandise with the new Utah 2034 logos is now available on the online Olympic shop at utah2034shop.com. Merchandise will also be available soon at physical locations around Utah and at Team USA Shops.

As part of the new branding rollout, the organization’s website and social media channels have also been updated, the committee said.

The organizing committee for the 2034 Olympics in Utah has released a new line of branded merchandise featuring the new Games wordmark and the brand “Utah 2034.” (Photo courtesy Utah 2034)