Aimed at fostering a celebratory atmosphere and creating memorable experiences, the Rio 2016 ‘look’ is far more than a mere branding exercise – these designs will be a source of inspiration, bringing people and cultures together. Venues, products, uniforms – everything associated with the Rio 2016 Olympic and Paralympic Games, will have this stamp. The city will put on its best clothes to host the greatest sporting spectacle on the planet.
Inspired by the rich landscapes of Rio and Brazil – full of the sinuous curves of mountains, rivers and lakes – the city’s best-loved icons, including Sugarloaf Mountain and Corcovado, will all take part in the celebration. And we have not forgotten that four other cities – Belo Horizonte, São Paulo, Brasília and Salvador – each with their own iconic identity, will host Olympic football matches.
Our visual language is based on the simple pebble and the Rio 2016 typeface
, with organic forms that express motion and performance. The design arose from the contours of the Rio 2016 logos
and the elastic illustrations and pictograms
are an extension of this language.
The first step in the creative process was to open our eyes to what was around us – the people, places, images, monuments, colours, smells, sensations... this wealth of inspiration became the focal point of a photographic immersion exercise, deepening our knowledge of the city’s visual highlights. It took a little over a year, but in the end we managed to recreate the outlines of this Marvellous City.