Rio 2016 branding

Posted on Apr 28, 2013

Brazil Olympic Games Emblem
Like many designers, and especially living in London, I have been particularly interested in the branding of Rio 2016.
Now if you remember correctly there was a massive furore when the Wolff Olins London 2012 logo was released back in 2007. Some loved it, some hated, but it kick started what was to be the metro style that Microsoft adopted a few years later. Well, I digress.

Back to the subject.

On first impressions, it does remind you of the “the dance” by Matisse:

Matisse_The_Dance_1910

But on researching it a little more, you can see that a lot more effort went into the design of the logo than just rehashing the style of Matisse’s painting.

There were also some controversy surrounding the fact that the logo had some similarities to an American Charities logo however the Rio 2016 logo is 100x better than the version its meant to have copied, that I doubt the designer would care.

Firstly – the shape of the three figures are designed to reflect Sugar Loaf mountain, one of Rio’s most iconic landmarks.

Rio_2016_logo_on_water

It was chosen after a bidding process between over 100 agencies, with the agency Tatil finally winning. The three figures in the logo use the colours of the Brazilian flag – yellow, gold and blue. They are shown to be energetically dancing, which perfectly fits the spirit or essence of Rio.

And for the pièce de résistance, not only does the logo show three carioca (people from Rio) celebrating the games in their country colours, but when the logo is viewed from a particular angle, it spells out “Rio”.

rio-shadow

Clever.



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