Chicago 2016: “Stir Your Insides”

Due to an unfortunate interpretation in several foreign languages, the city of Chicago was forced to modify its slogan for the 2016 Summer Olympics.

Chicago Olympic logoBefore, the Windy City proposed “Stir the Soul.” But marketers soon realized that when translated, a few languages read it as “Stir Your Insides.” That’s not what we intended it to be, said Chicago 2016’s Director of Marketing Valerie Barker Waller. The Chicago Tribune reports:

With Olympic slogans, perfecting the look of a translation can matter as much as its content.

The 2008 Beijing Games believed in “Tong Yi Ge She Jie, Tong Yi Ge Meng Miang,” or “One World, One Dream.”

“The two ‘One’s’ are perfectly used in parallel, and the words ‘World’ and ‘Dream’ form a good match,” the Chinese hosts explained in a statement.

The new Chicago tag line? “Let Friendship Shine.” It competes with slogans from three other bid cities: Rio de Janeiro (”Live Your Passion”), Toyko (”Uniting Our Worlds”) and Madrid (”Games with the Human Touch”).


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