ICON is the only design firm in the history of the Olympics to have been hired to design two Look of the Games—Torino 2006 and Atlanta 1996. We were honored to work with the Turinese (tough research gig, exploring all the place had to offer!) in creating a Look that celebrates the beauty and spirit of the city. The core visual was built on the idea of Piazza—the traditional Italian meeting place that brings people together. We also wrote the tagline for the Games: Passion Lives Here.