"Sand and Sun, Passion and Fashion" goes the concept of the 3rd Asian Beach Games, and the emblem to make the Games recognized around the world was recently unveiled in Jinan.

The “Charm of the Sea” of Haiyang is now in the eyes of the public, as Liu Peng, president of the 2012 Asian Beach Games (ABG) organizing committee and NOC, Ministry of the State General Administration for Sports, and Jiang Daming, governor of Shandong, revealed on July 21.

The slogan for the 2012 ABG, "Share the Joy", expresses the dream for a harmonious relationship between people, as well as between humans and nature.

This “Hai” (Chinese character for sea)—shaped emblem consists of the sun, three dynamic figures, golden beaches and the English word for the game, giving prominence to the sun, sand beaches and the sea, where the beauty of the host city lies.

According to the 2012 organizing committee, the Asian Beach Games is the highest-level sports events in Asia. The Shandong coastal city won the bid to host the games on December 2, 2006, and is expecting to see attendees from over 45 countries and regions in Asia.

Suggestions for the concept, slogan and emblem of the Games started on December 19, 2006. By March 19th, 2009, the organizing committee had recruited 735 contributions for the emblem, 5,000 messages for spirit of the Games, and 12,000 for slogans from China and around the world.

The winning design was approved recently at a plenary meeting of the Olympic Council of Asia, held on July 3 in Singapore.