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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Tátil Design
Released December 2010

Credits & Description

Category: Logo Design
Product/Service: OLYMPIC LOGO
Agency: TÀTIL
Media placement: 1st Logo Implementation - Copacabana´s Reveillon - 31/12/2010

Describe the brief from the client
This important and much coveted project united 139 Brazilian agencies around a shared dream: to design the brand that would become part of our city’s history and that of the Olympic Games.
That was the beginning of the project that granted us the pleasure and privilege of creating the brand for the Rio 2016 Olympic Games™.

Describe the challenges and key objectives
Imagine a brand born with a huge challenge: to represent the passion and transformation of a city and an entire country, and project those values to the rest of the world.
A brand that must express unity, inspire achievement and optimism, avoid clichés and present Rio de Janeiro as the site of the largest sporting event in the world, from its very own Cariocas to athletes and people around the world.

Describe how you arrived at the final design
Research, Brainstorming, Creation: These thought processes guided us throughout the creative process.
We researched the universe of the brand and its previous incarnations, as well as other competitions and international events.
We wanted to truly understand the underlying structures behind ‘passion’,’ transformation’ and the Cariocas.
We conducted brainstorming sessions to discover its essence, its purpose and explore how to create relevant expressions and experiences.
More than 40 people, including strategists, designers and editors, participated in the process.
The team exchanged the best references, further developing these collectively.
The final brand was the result of a truly collaborative effort.

Give some indication of how successful the outcome was in the market
The brand of the Rio 2016 Olympic Games has captivated and enchanted the world with its innovative 3D curves and shape. Its quickly became known around the globe as the brand’s sculpture, reaffirming its irresistible appeal.
Since the launch of the brand, we have carefully observed how different people perceive it in different ways. During a visit to the Benjamin Constant Institute for the Visually Impaired, we were moved when we realised the power of the meaning had transcended even more barriers than we ever imagined.