12th ANOC Digital Accelerator Webinar: National Team Logos as a Strategic Tool for Olympic Identity and Marketing
As part of the ANOC Digital Accelerator Program, the 12th edition of the ANOC webinar series focused on the development and strategic value of national team logos across National Olympic Committees (NOCs). Representatives from Romania, Estonia, and Cabo Verde were invited to share their experiences and insights into launching and promoting their respective team identities.
Romania: Honouring Tradition and Engaging the Nation
Ruxandra Hristescu, Head of Communication of WeAreSports agency, consultant of the Romanian NOC, offered a deep dive into the historical and strategic thinking behind their dual-logo approach. She explained that while the institutional logo is reserved for official documents and events, the Team Romania logo was developed to inspire athletes and connect emotionally with fans. Both logos were designed to reflect Romania’s national identity and the core values of the Olympic Movement.
Estonia: Building Unity Through a Strong Visual Identity
Margus Kiiver, Marketing Director at the Estonian NOC, spoke about the creation of the Team Estonia brand, which aims to unify all Estonian sports under a single, powerful visual identity. He emphasized how the logo has strengthened national pride, gained support from sponsors, and increased the visibility of athletes. The branding initiative has also brought a fresh, creative dimension to their social media and marketing efforts.
Cabo Verde: From Branding to Olympic History
Raúl Soule, Secretary General of the Cabo Verde Olympic Committee, presented the journey of developing a new team identity, shaped by the unique characteristics of the country. The new logo, inspired by the national flag and the “blue sharks” theme, was designed to engage younger audiences and enhance recognition. This branding effort contributed to a historic milestone: Cabo Verde’s first-ever Olympic medal—proof of how a strong identity can drive both engagement and performance.
The discussion highlighted the importance for every NOC of building a clear and purposeful strategy around their national team identity. From boosting athlete visibility to fostering pride and fan engagement, team logos have become powerful assets in the Olympic world. More than a visual symbol, the team logo serves as a strategic foundation for broader marketing efforts—strengthening sponsorship opportunities, unifying communication, and elevating the NOC’s public profile.
ANOC concluded the webinar by reaffirming its commitment to supporting NOCs in this area. Through its design service, ANOC stands ready to assist any member NOC in developing or enhancing their national team identity.
Watch the full webinar on ANOC.tv
