Rio 2016 Olympics Branding
August 13, 2012 § Leave a comment
I was sat with Jules in a coffee shop the other day talking about branding and it got me thinking about the Rio 2016 olympics logo and designs. Creating an identity for an olympic games is a huge ask; it must represent the host nation, adhere to technical requirements, be inspirational, be easily recognised and understood, original, innovative, last 6 years… and there are only three letters to work with. The most viewed logo for the biggest event in the world!
The winning design was by Tátil and they produced a logo based on human shapes dancing and embracing and it incorporated Rio’s main tourist site: the sugarloaf. The logo conveys many different interpretations; it is energetic, flowing, it spells the word ‘Rio’, forms the shape of a heart and depicts the city itself. It is the multidimensionality that is the biggest success of the logo in my eyes. The type was one of 150 unique manual writing type faces designed specifically for the logo! The London 2012 olympics logo drew widespread criticism. Many didn’t appreciate the attempt to represent the continents and likened the design closer to Lisa Simpson performing fellatio. Similarly, controversy has already surrounded the Rio 2016 design. Reports accusing the logo of plagiarising the Colorado Charity Telluride Foundation Logo (image below) have been dismissed by Tátil as ‘coincidence’. Ultimately, with so many logos circulating today, it is nearly impossible to create something 100% unique in my opinion but these logos are strangely similar.
Check out the video, a Q&A with Fred Gelli, creative director of Tátil here and let us know your own thoughts on the Rio 2016 logo below!