Brazilian Paralympic Committee Design & Branding PARALYMPIC BRAND by Tátil Design


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Tátil Design
Released January 2012

Credits & Description

Category: Logo Design
Product/Service: PARALYMPIC LOGO
Agency: TÀTIL
Media placement: First logo Implementation - inauguration of the Lagoon Rodrigo de Freitas's Christmas Tree - 28/11/2011

Describe the brief from the client
How do you create a brand that is recognised, understood, felt and experienced in as universal a way as possible?
In designing the brand for the Rio 2016 Paralympic Games™, we felt an even greater challenge and responsibility. A 3D design was no longer a novelty and had become the norm. We had to create an even more innovative symbol with the same presence, while also possessing a global ability to reach out and speak to people around the world.
Our challenge was to find symbols, with a power of communication that would simultaneously reflect the spirit of the Rio 2016 Olympic Games and the ideals of the international Paralympic movement.

Describe the challenges and key objectives
We knew that the brand could only be fully experienced if it had the capacity to connect with all of its audiences: having people recognise it, feeling that they are being represented by the symbol. Our wish was that anybody could experience the brand: athlete or not, disabled or not. More so, we want people respond to this encounter. Thus, it became our priority to use design as a tool for promoting accessibility in a broad and intelligent way.

Describe how you arrived at the final design
We decided that this brand should be multisensory.
The first choice was to stimulate the sense of touch. Its curves and shape should represent the aggression of the athletes in achieving their goals.
The second sensory choice was sound. An appealing vibration is created by the ‘sound’ that the brand emits. This sound both simulates the breathing that accompanies the heartbeat, as well as the roars from the crowd.
Our third choice was to materialise the propelling force of the spirit in motion. We created a design that resembles the infinity symbol, reinforcing the idea that this is a truly infinite resource.

Give some indication of how successful the outcome was in the market
Our experience on the day of the launch exceeded our wildest imagination: moving statements, surprising compliments and a sense of joy, satisfaction and gratitude.
“When I touched it, with the sound of the crowd and the beating heart, I saw my entire career flash before my eyes. It moved me so much. It was very beautiful”- Adria dos Santos.
Our greatest Paralympic medallist, Adria dos Santos, said that for the first time in her 24-year career, she was able to interact with a brand that represented the most important element in her life.