PyeongChang 2018 unveils slogan for Paralympic Winter Games

“Passion. Connected.” to symbolise objective, legacy of Games.

Group of kids showing signs with the words 'Passion. Connected'. Children with the new slogan for the PyeongChang2018 Olympic and Paralympic Winter Games: 'Passion.Connected.' © • PyeongChang 2018

It is just two words, but “Passion. Connected.” will carry much more meaning, as the PyeongChang Organising Committee for the 2018 Olympic and Paralympic Winter Games (POCOG) revealed the slogan for the 2018 Paralympic Winter Games on Saturday (16 May) in Seoul’s Olympic Park.

“Passion.” symbolises PyeongChang 2018 as the stage of a global festival where people will exchange inspirations, share the Koreans’ warm unique hospitality and experience the excitement of the Paralympic spirit.

“Connected.” signifies the openness of PyeongChang, where all generations can participate anytime and anywhere through Korea’s cutting-edge technology and cultural convergence. It also showcases the meaning of a new beginning for winter sports in Asia to spread throughout the world.

Combined, “Passion. Connected.” express PyeongChang’s vision to expand the enthusiasm for and participation in winter sports to a wider audience throughout Asia, opening new horizons for winter sports and the Winter Games.

“The new slogan embodies POCOG’s vision to expand winter sports participation to a truly global audience and encourages people to create and share their once-in-a-lifetime experiences at PyeongChang,” POCOG president Yang-ho Cho said. “By hosting the 2018 Games, we want to make a lasting effect on the youth and inspire the generations to come.”

The two capital letters “P” and “C” are PyeongChang’s initials and can be utilized in variations to promote PyeongChang’s key messages:

- “PEOPLE. CONNECTED.”: engaging people from around the world

- “POSSIBILITY. CONNECTED.”: offering winter sports opportunities to more regions

- “PEACE. CONNECTED.”: spreading peace through sports

The host city name of “PyeongChang” is comprised of two Chinese letters, and the letter “P” can also represent the meaning of each letter: Peace (Pyeong) and Prosperity (Chang).

“We’ve seen the connected passion of our citizens and are sure that it will help us to successfully stage Korea’s first Winter Games,” Cho said. “I would like to take this opportunity to thank all stakeholders and staff for their support so far.”

POCOG worked with a global brand consultancy firm to create the slogan. POCOG and the firm gathered ideas from copywriters of all corners, and then deliberated the shortlisted candidate slogans with a board of advisors comprised of local brand specialists to finally determine the slogan as “Passion. Connected.”