In New Years Eve 2015, the Rio Olympics logo was revealed and the run up to the world sporting showcase began in earnest. The eyes of the world will begin to turn to Brazil and the games that come around once every four years. And, every four years the design industry braces itself for the analysis and hullabulu surrounding the design of the logo that will be emblazoned over every spare piece of real estate available.
The logo for 2016 was created by Rio-based Tátil, whose other clients include Walmart and Fiat. The challenge, it says, was “to represent the Passion and Transformation of a city and an entire country, and project these 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 – to its very own Cariocas, and to athletes and people around the world.”
The idea was to root the identity in the essence of Rio’s Cariocas – its citizens. “We were born from a mixture of ethnicities. We warmly embrace all ethnicities, faiths and generations. We share our sky, our ocean and our happiness with the world. This human warmth, which is part of the Carioca nature and the Olympic spirit, is shaped by the exuberant nature of a city that inspires us to live passionately and carefree, and loves to share and engage with others.”
This led Tátil to a graphic device that would (literally) depict people joining together in an exuberant, joyful way.
Colour choices were led by the Brazilian environment: “Yellow symbolises the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.”
Beneath the graphic device, Rio 2016 is picked out in a bespoke brushscript typeface – the default option for international sporting events de nos jours. Some people have reported to be able to see the word RIO within the graphic device itself but it is not immediately obvious.
What do you think? It will obviously draw comparison with the London 2012 logo which – despite the huge success of the games – was met in many quarters with ridicule for the clumsiness of the design.
All in all, here at Design Pit we like the design for Rio 2016. The logo for whatever reason, just looks and feels right for the Brazilian games. The movement that the icon suggests looks like a carnival scene of dance and energy, the colours are vibrant and bold. The typeface is grungy enough to fit a South American event.
So, it’s a thumbs up from us in a far flung corner of the globe – Brazil, Rio… Well done on your logo! And enjoy the spotlight from August 5th, the world will be watching.