How do you spot an Olympic torchbearer in a crowd of thousands? Look for the special white uniforms.

Or better yet, follow the advice of torch relay media relations spokesperson Chris Shauf.

“They’re going to be the happy people wearing these nice outfits,” Shauf told a technical briefing to the media about Friday’s torch relay kick-off. “Be on the lookout for those people with big smiles on their faces,” he added later.

When the Olympics flame touches down in Victoria later this week, expect competing messages to do battle.

Spokespeople such as Shauf trumpet the Games as a celebration of shared humanity. Relay sponsors Royal Bank of Canada and Coca-Cola underpin the event’s corporate identity. And anti-Olympics activists in Victoria are planning several protests.

It’ll be a microcosm of Vancouver 2010.

Shauf’s briefing to the media today clearly outlined the official flame message, which centres on “peace and brotherhood.” He mentioned the first Olympic flame at the 1928 Amsterdam Games. Then the first relay at Berlin’s 1936 Olympics.

Shauf didn’t mention the event was invented by the Nazis. Or that it was likely used to chart out an eventual invasion of Eastern Europe.

“The torch relay is to inspire and engage a country,” he offered instead. “We want to create a unifying journey that lights the land and celebrates pride in our nation.”

As for the torch itself: “You’ll be awe inspired by just how beautiful that is.”

Shauf also used the media briefing to advertise VANOC’s red mittens, presumably to the listening reporters.

“These are available for purchase so we encourage you to go out and purchase them because they’re a great way to show your Olympic spirit and Canadian pride,” he said.

The VANOC message will be one of many this Friday. Will it define the relay?

Geoff Dembicki reports for the Tyee.