Behind Sochi's Futuristic Logo

Anyone who has watched an Olympics whose vision is sharp will notice that the logo for Sochi 2014—which appears in every stadium, on every ticket, and on tens of millions of dollars’ worth of Olympic merchandise—is remarkably different from those of previous Olympics. It contains no drawing and features only unassuming lowercase lettering, the five Olympic rings, and a Web address. Guo Chunning, who designed the “Dancing Beijing” logo for the Beijing 2008 Games, has researched the hist...