By Nick Butler

Oslo has unveiled its logo today for the 2022 Olympic and Paralympic Games ©Oslo 2022February 7 - A new logo has been launched today by Oslo 2022 as they battle to garner more public support behind their bid to host the Winter Olympic and Paralympic Games.

Oslo are in a five horse race with Almaty, Beijing, Lviv and Krakow to host the Games but, despite the clear appeal of returning to a country with such a proud winter sports tradition, there are concerns over whether a bid should be launched in times of economic unrest.

The question of whether Oslo should bid did pass a referendum in the capital city last year, but support throughout the rest of Norway is far lower ahead of a Government review in December which they have to pass if their bid is to proceed.

A poll last month suggested more than half of the population oppose a Government endorsement being given. 

But Oslo 2022, who are currently in Sochi as official observers attending the 2014 Winter Olympic and Paralympic Games, see their new logo as a way to boost their profile and illustrate the core values of their bid.

Oslo offers a compact bid which aims to make the most of the popularity of Winter sports in the country ©AFP/Getty ImagesOslo offers a compact bid which aims to make the most of the popularity of Winter sports in the country ©AFP/Getty Images

The logo, developed by Norwegian company Snøhetta Design, is based on a Nordic design expression "Nordic Simplicity" and took the composition of words and letters in Oslo2022 as a starting point.

The design then contains character elements that are put together as in a construction kit.

"We wanted to make sure the logo would reflect our core values such as urban and close to nature, playful and responsible, and generous and ambitious," said Oslo 2022 chief executive Eli Grimsby.

"I think we have achieved that, and we will now use the new logo and the visual profile in our communication both nationally and internationally".

A similar view was outlined by Oslo vice-mayor Hallstein Bjercke when he predicted the logo "will boost our Olympic bid.

"We are thrilled that as of today Oslo's and Norway's Olympic bid now has its own logo which we will use in the ongoing application process.

"For many people, the visual profile is the first impression they will get of Oslo's Olympic bid and it is vital for the way in which our message is received.

"It is playful, innovative and eye-catching and will attract attention, both here in Norway and internationally".

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