Howcroft: Russia missed a trick with ‘lame’ Sochi tagline

In his latest missive from Sochi Russel Howcroft wonders about the tagline for the Games, and whether Russia has missed an opportunity for a new brand identity.

Vorsprung durch technik. I know I can look up the translation on the Google machine but in the absence of doing this I assume the Audi endline means something like “We are German and we are awesome at technology, that’s why Audis rock”.

With this in mind, it seems such a pity that the Russians have opted for the endline Hot.Cool.Yours. for the Sochi Olympics. Three words, three full-stops. No spaces.

Howcroft’s Sochi pass