As with time, space and teenagers, design must move on. We’ve had London with all its date focused vibrancy now it’s countdown to Rio and a focus on people, their nature, their feelings and dreams.
After consolidation of our findings, we selected a simple yet powerful idea as our inspiration: what distinguishes our city and makes the Olympic Games a truly grand event are the people, their nature, their feelings and dreams.
That’s why we created a truly human brand.
We were born from a mixture of ethnicities. We warmly embrace all ethnicities, faiths and generations. We share our sky, our ocean and our happiness with the world. This human warmth, which is part of the Carioca nature and the Olympic spirit, is shaped by the exuberant nature of a city that inspires us to live passionately and carefree, and loves to share and engage with others.
The natural beauty of our landscape is embodied by the brand and its color palette. Yellow symbolizes the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.
Together, different countries, athletes and peoples embrace in an individual and collective motion that reveals one of our city’s landmarks — a vibrant Sugarloaf, pulsating with joy, union, celebration and friendship.
This landmark comes to life and gains a three-dimensional perspective, with volume and cut-outs. Contours create the topography of the city in our imagination. A brand-sculpture, infinite, that gains textures and shapes, transforming into an object; a playful brand that can be experienced.
The expressive graphic wordmark with interconnected fluid letters reinforces the desire for unity and the warm human essence of the brand, reflecting the friendly and hospitable nature of the Carioca. The exclusive graphic design offers a unique combination of excellence and spontaneity, inspiration and attention to detail.
Inspired by Rio’s nature, the athletes and its people, the Brand of the 2016 Rio Olympic Games evokes unity, inspires the will and desire to work together, to share our knowledge and talents, to join forces and ambitions for a sustainable way of life that will transform the present and our future.
It’s a brand that embodies unity, transformation, passion and energy. It’s a large collective network in motion, an invitation and inspiration to Rio and the world.