The Salt Lake 2002 Winter Olympic Games “Look” program celebrates the contrast of the land of Utah and the power of the Olympics and the Olympians. The bold and memorable graphics of the “Light the Fire Within” theme is encapsulated and expressed in 250,000 square feet of stylized athlete images towering across the downtown skyline and dramatically spanning the bleachers of all the outdoor venues. Challenges of designing for the world’s largest sporting event include creating a comprehensive communication system and designing projects that range from the athlete bibs and Salt Lake Organizing Committee team uniforms to mascots and pictograms unique to Salt Lake City and the state of Utah. Financially unable to cover every area of the venues, the creative team worked closely with the international broadcasting company to strategically place and design elements to maximize the Olympic brand for the four billion fans at home.