Ahead of its participation in the Sochi Olympics earlier this year, the Lithuanian National Olympic Committee unveiled a new brand identity for its Olympic team. It was developed by Lithuanian creative advertising agency Milk.
The name of the Lithuanian Olympic team was abbreviated to "LTeam", using the Internet address shorthand for Lithuania. The new symbol had to bring some personality and a sense of Lithuania to the mark. Milk designed an oak tree leaf that also resembles a shield and a drawn sword. The oak tree is one of the symbols of Lithuania.
"It's a new name and logo of the Lithuanian Olympic team. Since the abbreviated name is catchier, but also lacking in identity somewhat, the visual identity had to compensate for the loss of "Lithuanianness”.The new logo was revealed on December 17, 2013.
Having such a short and catchy name the team also needed an iconic symbol. A logo that would be simple yet meaningful. Something like a stylised oak tree leaf that also resembles a shield and a sword of a warrior.
Now, we know we're not the only country that has the oak tree as its national symbol, but surely there are not too many countries so obsessed with it. For Lithuanians an oak tree is the oldest tree in Lithuania, the biggest oak grove in Europe, the lyrics of half of our traditional songs, the best choir, the best floor, door and window material and even a name we give our sons. The oak tree leaf symbolises strength and unity, while the swords forming a shield stand for the modern day war - the Olympic fight for precious medals." - Milk