Abstract: From the perspective of image semiotics, this article analyzes the value function of the design concept of Winter Olympic emblem for the construction of national image by interpreting and analyzing emblem patterns in previous Winter Olympics, and classifying the Winter Olympic emblem into abstract geometric pattern, objective figurative pattern, fusion decorative pattern and modern creative pattern. The study shows that: the Winter Olympics emblem records the natural geography and national territory, and strengthens citizens' historical responsibility and mission for the rise and fall of their country; the emblem conveys the voice of a country and contains the spirit of a nation, which plays a significant role in stimulating patriotic enthusiasm and emotional connection, and strengthening the sense of national community; the emblem records national crisis, reminds citizens of their historical feelings, and lays a common and stable foundation for the construction of national image.

Key words: Winter Olympic Games, national image, emblem, image