Behind The Rio 2016 Branding
We are practically a month away from witnessing one of the biggest sporting events in the world. As you might remember, two years ago, Brazil hosted the World Cup and this year they will be hosting the Olympics in Rio de Janeiro. Whether you are a boxing, soccer, basketball, gymnastics …
We are practically a month away from witnessing one of the biggest sporting events in the world. As you might remember, two years ago, Brazil hosted the World Cup and this year they will be hosting the Olympics in Rio de Janeiro. Whether you are a boxing, soccer, basketball, gymnastics or golf fan, all eyes will be in Rio this summer. Approximately 10,500 athletes from 206 countries are expected to take part in the 17-day competition. Today, we will be looking closely at the creation of the visual branding of the Rio de Janeiro Olympics.
Released a few years ago, I believe the logo is successful, considering that it was designed 5 years after and it still looks contemporary. The Rio 2016 logo was designed by Brazil’s Tátil Design while the font was constructed in collaboration with Dalton Maag. Out of 138 creative agencies, Tátil Design was successful enough to win the bid for the Rio 2016 Olympic logo. It took about two months of brainstorming and sketching concepts for the final logo. According to Fred Gelli, “The logo was not designed for designers, but for everybody in the world.”
The inspiration behind the logo came from Dois Irmãos (Two Brothers Hill), a mountain located in Rio de Janeiro. All the curves from the logo shape come from the mountain’s curves, which then leads to an infinity sign. “This is an archetype. You can find this symbol in caves a million years ago and in children’s schools today. This makes the logo so strong because it has a good meaning in all the cultures — with union and force…” Gelli states. From there, the logo transforms into 3D and applied a rich color palette that represents the city and culture. The green is for the Tijuca Forest. One of the biggest challenges they faced was having a typeface that went well with the logo; over 150 different logotypes were tested. You could read more about the typeface here.
What a fun way to design a brand for a major sporting event. I’m pretty sure the logo is going to transmit us this enthusiasm of living this event like never before.
All images ©Tátil Design
Want to read more about sports graphics? Click here!