Passion that unifies all Brazilians in organising the Rio 2016™
Olympic and Paralympic Games. Transformation in the pride
of creating a new reality for progress.
Passion through sports, reflected in the drive and desire for
achievement. The passion of the Carioca soul that extends a
warm and friendly embrace, in a collective gesture that
expresses our contagious celebratory nature.
Passion and transformation of a city and an entire country,
fuelled by the renovation of the Olympic and Paralympic
spirit, projecting Brazil and Rio de Janeiro to the world.
Passion and transformation of our planet and its people, by
promoting a more interdependent, conscious and
sustainable culture, as an inspiration to the present
and a legacy for the future.
Celebrate each conquest. Share friendship. Captivate the
world with a unique rhythm, composed of partnership,
beauty and creativity. The brand of the Rio 2016™
Olympic Games is energetic and expressive. It celebrates
life with passion and extends a warm friendly welcome,
giving the rest of the world a memorable
image of Rio de Janeiro and Brazil.
Transform the present and the future. Reflect the creative
force that fuels our desires and aspirations, believing
in a positive and empowering vision of the future
that strengthens our self-esteem and
allows us to reach even further.
Going beyond your limits, overcoming challenges with joy,
drive, motivation and energy. The Rio 2016™ Olympic
Games brand is a living example of transformation
through sports. Its energy is contagious, mobilizing
people and expanding opportunities and horizons.
It promotes and fosters Olympic values — respect,
friendship and excellence – in our daily lives.
The Rio 2016™ Olympic Games brand
balances spontaneity and commitment
with quality, lightness and attention
to details. It knows that all that is
truly unique requires a combination
of inspiration and refinement.
A creative, yet careful approach,
capable of writing an exciting
and unique story.
The exuberant nature, of Rio and its Cariocas, of its
scenery and its people, is reflected in the Rio 2016™
Olympic Games brand. It's a mirror of a living
scenario, framed by the vibrant nature and human
warmth of a city that lives joyfully and likes
to share its sky, its ocean, and its happiness.
The Rio 2016™ Olympic Games brand
derives its shapes and colors from
nature's wisdom, discovering its
essential elements. It knows that
the future consists of the present
and, therefore, awakens in each
of us a desire to transform. It
believes in the power of
interdependence among people,
ideas and actions. It understands
that promoting a more thriving,
conscious and sustainable culture
is the biggest legacy for
our planet and the future.
Rio 2016™ is a brand that believes in diversity – of ideas,
of ethnicities, of people and cultures. It knows that true
wealth lies in the harmonious blend of different influences
and origins. In one single embrace, it extends a warm
welcome and celebrates the encounter. It stimulates the
commitment and participation of all around a common ideal.
The Rio 2016™ Olympic Games brand is driven by light and
positive energy. It expresses an easygoing way of life, the
contagious spirit of youth, full of energy and enthusiasm that
attracts and inspires people of every generation. It is a
catalyst for the transformation of the Olympic Movement.
An invitation to engage and participate.
