IOC Women & Sport Conference Design & Branding IOC LOGO by M&C Saatchi Los Angeles


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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Creative Director James Bray
Art Director Stephen Reidmiller
Released February 2012

Credits & Description

Category: Logo Design
Creative Director: James Bray (M&C Saatchi)
Art Director: Stephen Reidmiller (M&C Saatchi)
Media placement: temporary exhibition - Conference - 15 February 2012

Describe the brief from the client
The International Olympic Committee's Women and Sports Commission tasked us with creating a unique visual look and feel for the 2012 Women and Sport conference in Los Angeles, California under the theme ‘Together Stronger: the Future of Sport’. However, the conference traditionally focuses on women and their increasing role in sporting worldwide. The IOC’s message of inclusiveness needed to transcend typical gender roles and create a mark that didn’t feel overly feminine or masculine.

Describe the challenges and key objectives
As part of the greater Olympic brand family, this project had the unique challenge of needing to both match the timeless Olympic rings and create a visual feel, distinctive to the city of Los Angeles. Since delegates from all over the world would attend the conference, the design would need to do the heavy lifting behind the concept ‘Together Stronger’, through universally understood symbols and visual cues. Additionally, it would need to work equally well when scaled into everything from hotel banners to letterheads.

Describe how you arrived at the final design
The original red, green, yellow, and blue of the Olympic logo were shifted to a warmer pallet range as a ‘handshake’ to ever sunny Los Angeles. In a city, not known for its skyline, the palm tree was a natural choice for an iconic mark. The leaves depict an abstract grouping of people, a nod to the Olympics and ‘Together Stronger’. In all, you are left with a simple mark that emanates the warmth and inclusiveness of the event without needing additional textual explanation.

Give some indication of how successful the outcome was in the market
The branding was well received, by the local LA Olympics committee and international delegates alike. It was equally successful in promoting the city itself as a future destination for other Olympic events. Executed cohesively across multiple media platforms, the design was included in takeaways such as hats and commemorative pins.