Torch Relay logo and branding. “On March 25, 2008, the Olympic Torch, designed by a team at computer maker Lenovo Beijing Ltd., began its 130-day journey in Athens. It’s been traveling via jet aircraft and torchbearers through 6 continents, including stops in more than 50 cities in the People’s Republic of China, before returning to Beijing for the opening ceremonies. The Torch Relay logo, designed by Guo Chunning, is based on the concept of ‘fire phoenix,’ symbolizing good fortune, eternity, nobility and happiness; two runners hold the Olympic flame high. The Torch Relay has its own slogan, city look, core graphic and color scheme, all designed by the Art Research Centre at CAFA, which won the contract for design of the system and its applications, including banners, building and bridge decorations, aircraft graphics, uniforms and outdoor advertising. Regions and cities along the route are requested to adhere to the ‘Technical Manual of the Image and Look for the Beijing Olympic Torch Relay,’ from which these renderings are taken.”