You might wonder why a polo player features so prominently on the official clothing of the 2010 Winter Olympics. Well of course, because the haberdasher au contract is Ralph Lauren, who one-upped Lacoste so many years ago when so many of the hoi polloi began sporting the little alligators that yuppies needed to differentiate themselves once again.
 
Of course a snotty sport like polo is not unrepresentative of winter sports. It’s exclusive, requires expensive equipment, and near full-time access to snow, meaning globe-trotting jet setters. What’s appropriate too about this logo is its size. You didn’t remember it being so big? It’s targeted at generation Ralph Lauren, now needing reading glasses.