Rio 2016 Olympics Graphic Identity
November 10, 2013 § Leave a comment
It’s been over a year since now I posted an article about the Rio 2016 Olympics logo. There are still two years to go till the world focuses on Brazil, but we are starting to see the rest of the graphic identity for the 2016 games come together.
Last October, the London and Brazil-based design house Dalton Maag revealed the new typeface. Following on from Tatíl’s flowing and emphatic logo, the curvy and fluid typeface references Rio’s famous Carnival culture, Oscar Niemeyer’s architectural impressions and the energetic festival tones of Rio de Janeiro.
Maag’s typeface is fortunate to follow the highly-criticised London 2012s Olympic offering – described by Simon Garfield as ‘surely the worst new public typeface of the last 100 years’ in his interview with Fast Co. Design. Olympic branding is also very prominent at the moment within graphic design communities as Jony Ive acknowledged that the recent iOS 7 renovation was heavily inspired by Otl Aicher and his 1972 Munich Olympic artwork.
The last piece of the Olympic graphic identity puzzle was unveiled just a few days ago, the individual pictograms for each of the Olympic and Paralympic sports. As you’d expect, the images complement the existing flowing and energetic typography and logo designs.
“For the first time, all Olympic and Paralympic sports are individually represented. This is one of our unique contributions to the history of the Games. I congratulate the creative team for their dedication and hard work together with diverse groups who contributed to this launch.” – Rio 2016 President Carlos Nuzman.
I’m a big fan of the entire 2016 creative work so far! I think the designers have done a really great job of capturing the spirit of Rio de Janeiro and converting it into an Olympic identity. I do think the marketing team behind the 2016 Olympic branding have tried, needlessly, to demonstrate how deep and detailed the origins of their design inspiration has been. For example, the ‘T’ from the ‘Christ the Redeemer Statue’ or the ‘f’ in the above image of the footballer. I’m pretty sure I could find a photograph of a footballer rolling around on the floor and extrapolate any letter or shape I want…