CITIUS, ALTIUS, FORTIUS – COMMUNIS. THE OLDEST OLYMPIC SYMBOL IS MODIFIED AFTER 127 YEARS

Abstract

The Olympic symbols were increasing their meaning as the Olympic Games grew, until today when they have positioned as a fundamental part of the Olympic philosophy, the Olympic Movement and the Olympic Games. The contemporary globalized world is in constant and accelerated change, which forces movements and organizations that intend to remain in force to rethink and re-signify themselves so as not to lose the tune of the booming new generations of consumers. The present work aims to recognize the CITIUS ALTIUS FORTIUS motto, the oldest of the Olympic symbols, at a time when the president of the International Olympic Committee (IOC), precisely, proposes to modify and re-signify it. The article begins by describing the facts surrounding Thomas Bach´s proposal for change, investigates the history of the motto since its inception, pays tribute to the creator of the motto, Father Henri Didon, underlining the influence he had on the founder of the modern Olympic Movement, Pierre de Coubertin, and ends by presenting a series of examples of how the motto has been used since its origin 127 years ago.