Yekaterinburg 2023 has unveiled a "live" logo for the Summer World University Games, which will change depending on the context.
The logo was revealed at a Ural music night and adapted to the genre on stage, with musicians performing in pop music, indie rock and rap styles.
Organisers say the music night was chosen due to the event typically bringing together a wide variety of people, mainly young people and students.
The logo was developed by the Lorien agency from Kazan, which won the competition ahead of 23 competitors.
Yekaterinburg 2023 said the designers were faced with the task of creating an emblem that will be in demand in three years, while incorporating digital technologies.
The logo is claimed to combine simple geometric shapes, minimalism, constructivism and modern animation, as well as including the letter U in keeping with the International University Sports Federation’s own emblem.
These elements are claimed to have been stylishly intertwined, with the logo seen as reflecting the values of the competition and the energy of the participants.
Накануне мы обещали сюрприз, и вот ОН 🎁— Ekaterinburg 2023 FISU World University Games (@Ekat2023) September 18, 2020
Встречайте! Логотип Студенческих игр 2023 в Екатеринбурге!
Впервые в истории подобных событий эмблема будет трансформируемой. Благодаря машинным технологиям, логотип будет меняться в зависимости от ситуации и события 😱#Ekat2023 pic.twitter.com/WVtIGxqgbd
"Quite recently, I presented an updated style of competition: instead of the Universiade, the World university Games appeared," Oleg Matytsin, FISU President, said.
"And now the logo of the Games in Yekaterinburg is ready.
"Technology is evolving rapidly - and this logo is a tribute to the spirit of the times.
"A special reason to be proud that such a bold digital logo was developed by Russian designers."
The logo design was produced on a computer script for Adobe Illustrator, with the code set up to randomly generate the colour and shape of an image.
Yekaterinburg 2023 added that the sport icons for the Games have also been changed, with the silhouette of a person replaced by details surrounding the sports.
This includes a shuttlecock representing badminton and the rings being used for gymnastics.
Yekaterinburg is set to host the Summer World University Games from August 8 to 19 in three years' time.