The visual identity of the Rio 2016 Games is inspired by the harmonic diversity and contagious energy of Brazil’s people and Rio de Janeiro’s exuberant nature. All the elements were created based on the brands, allowing for integration and alignment.
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 five other cities – Belo Horizonte, São Paulo, Brasília, Manaus 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.
Passion and Transformation
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 affinity. 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 promoteand fosters Olympic values - respect, friendship and excellence - in our daily lives.
The Rio 2016™ Olympic Games brandbalances 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 acatalyst for the transformation of the Olympic Movement. An invitation to engage and participate.
Sport pictograms are graphic icons facilitating the visual identification of each sport and are a Games tradition. In 2016, each Olympic and Paralympic sport will be represented by a unique pictogram for the first time. The Rio Games have 64 pictograms – 41 Olympic and 23 Paralympic – and you can check them out below. Also see our image gallery of the creative process for the pictograms, learn about the origin of this tradition and share your favourite ‘picto’!
Cycling Mountain Bike
The design of the Rio 2016 font depicts the essence of the Olympic and Paralympic emblems: Passion and Transformation. The boldness of this creation is not only in the design, but also in its importance for the design market in Brazil. The Rio 2016 font is one of only a few bespoke fonts created by a Brazilian team.
Each letter expresses a characteristic of the Rio 2016 Games, its people and the city. The letters are written in single continuous strokes, with fast and fluid motions, suggesting the movements of the athletes in action.
The strong contrast between thick and thin strokes was explored during the design process by putting brush to paper and writing by hand. The variety of the curves in the different letters has a unique informality, inspired by the joyfulness and warmth of the Brazilian people.
All the Olympic and Paralympic brand pillars are represented in the Rio 2016 font, and in the creative process that gave shape to it. ‘Harmonious Diversity’ is seen in the curves, as each one has a unique shape, but they work together as an integrated and unified set. The 'Olympic Spirit' and the ‘Paralympic Spirit’ are reflected in the fluidity of the lines, simulating the agility of the athletes’ movements. 'Contagious Energy' is also present in the character set, in the different height of the letters, and in the bold connections. ‘Exuberant Nature’ is present in the letters’ overall design, and finally, 'True Engagement' is present in the creation process, which included the participation and involvement of several different teams of people.
As the organisation of Rio 2016 Olympic and Paralympic Games evolves, we observe increasing interest from people and companies in the procurement of products and services associated with the world’s biggest sport events. Concurrently, Rio 2016 Olympic and Paralympic Games Organising Committee (Rio 2016 Committee) faces the increasing challenge of meeting the commitments related to the protection of the brands owned by the IOC – International Olympic Committee, IPC – International Paralympic Committee and Rio 2016 Olympic and Paralympic Games (Rio 2016 Games).
The first two are particularly important for the financing of the Oympic and Paralympic Committees, respectively, including support to the different editions of the Games. And the Rio 2016 ones are also crucial for the project to be developed in the carioca capital.
Today there are high expectations on the possible use of the Rio 2016 Games brands. However, it is important to observe that such use may only occur in very specific cases and under conditions previously agreed between the Rio 2016 Committee and its official partners.
The proper financing of the Games strongly relies upon the support of the commercial partners. Accordingly, every effort is being made to protect the intellectual property of the Games, investments made by the sponsors and their respective rights of exclusive association with Rio 2016 Games.
One must always take into account that the best way to support the Games is to comply with the brand protection and its use rules.
Protecting the intellectual property of the Rio 2016 Committee is essential for the success of the Rio 2016 Olympic and Paralympic Games, guaranteeing the success of the event, which will be held in Brazil and South America for the first time ever.
Please find below some of the most frequently asked questions related to the Rio 2016 brands. If your doubt is not immediately clarified, you may send it to email@example.com.
All brands which make up the intellectual property group of:
International Olympic Committee (IOC, in English) – the main one represented by the "Olympic Rings"
International Paralympic Committee (IPC, in English) – the main one represented by the three "Agitos"
Rio 2016 Committee (Olympic and Paralympic brands)
Brazil Olympic Committee (BOC)
Brazilian Paralympic Committee (CPB)
For further information on the aforementioned brands please visit www.olympic.org, www.paralympic.org, www.cob.org.br and www.cpb.org.br.
In addition to the actual brands, there are also several expressions which are registered as a property of IOC and IPC, which are safeguarded by Rio 2016 Committee. Some examples of these expressions are: “Olympic”, “Olympiad”, “Olympic Games”, “Paralympic”, “Paralympiad”, “Paralympic Games”, “Olympic Games”, “Rio 2016” and “Olympic and Paralympic Games”. Their variations and translations, which also make up the Olympic and Paralympic intellectual property, are equally protected. The use of such expressions is often sufficient to create an improper association with the Games, either directly or indirectly.
In addition to the main protected brands, expressions and designations, there is a set of symbols which are also protected. Some brands within this group stand out, such as, for example, the Olympic and Paralympic torch, the Olympic and Paralympic flag, as well as mascots, medals and historical images of other Games editions, besides the Olympic (Citius, Altius, Fortius” — “Faster, Higher and Stronger”, in Latin) and Paralympic anthems (“Spirit in Motion”). Besides the expressions, symbols and other protected properties mentioned above, there are others which are not limited to the mentioned examples. For further detail, please visit: www.olympic.org, www.paralympic.org, www.rio2016.com, www.cob.org.br and www.cpb.org.br.
The success of the Games chiefly depends on the support of commercial partners. They acquire sponsorship quotas, licensing, concessions and box office, among other possibilities, and thereby are entitled to associate their brands, products and services with the Olympic and Paralympic brands, as well as to that of Rio 2016. Accordingly, these brands have a crucial value for the proper financing of the Games, which makes unauthorised use prevention measures indispensable.
Law 9.279/96 – Brazilian Industrial Property Law protects the symbols of sport activities, and are not subject to registration. It characterises in article 195 as illicit enrichment the result of undue reproduction or counterfeiting, also foreseen as unfair competition criminal offences in the customer poaching mode.
Law 9,615/98 – Sports Law, also known as Lei Pelé – Pelé Law, which in articles 15 and 87, provides for the protection of Olympic symbols, and determines this is the sole property of the Brazil Olympic Committee (BOC).
Nairobi Treaty, which refers solely to the protection of Olympic symbols, of which Brazil is a signatory; it was ratified by the enactment of Decree-Law 90,129/84 in our country.
Law 9,610/98, which foresees that Olympic symbols are governed as the object of author’s rights and also by the norms related to the registration and protection of corporate names.
Law 8,078/90, also called the Consumer Defense Code, which consists of a consumer protection instrument against any confusion referring to misleading advertising; therefore, it prohibits associations with the Olympic Movement of companies not linked to the same.
Specific norms edited for Rio 2016 Games
Rio de Janeiro - Rio de Janeiro
Federal Olympic Act – Law 12.035 /2009
State Olympic Act – State Decree 41.839/2009
Municipal Olympic Act - Municipal Decree 30.379/2009
Minas Gerais – Belo Horizonte
MG Olympic Act – Law 18.184/2009
Belo Horizonte Olympic Act – Law 9.763/2009
Bahia - Salvador
Bahia Olympic Act – Law 11.472/2009
Salvador Olympic Act – Law 7.720/2009
São Paulo - São Paulo
São Paulo State Olympic Act – Law 13.987 (03/26/2010)
São Paulo Municipality Olympic Act - Law 14.870/2008
Important: In addition to being submitted to the aforementioned legislation, the official brands are registered worldwide with the corresponding intellectual property bodies.
Commercial partners, licensees, concessionaires, holders of the transmission right, among other official supporters, have the right to use the Rio 2016 brands, always with previous authorisation.
The government partners, who play a major role in the structuring of the Games, also hold the right to use Rio 2016 brands, provided that they are previously authorized by the Organising Committee.
The use of the brands for editorial and journalistic purposes is also permitted, provided that there is no type of commercial association with the brands.
Rio 2016 supports the use of brands, symbols and expressions in the education institutions for learning purposes, as this is a way to involve youths in the Olympic and Paralympic Movements.
Nevertheless, if the brands are used in any educational project whose aim is to obtain sponsorship or support, the use may be submitted to the approval of Rio 2016.
If there is any interest in the use of the brands in learning material and/or educational projects, an e-mail must be sent to firstname.lastname@example.org, requesting authorization for use. The cases will be individually evaluated.
Such possibility is only allowed to the official partners of Rio 2016 Games. Other entities, organisations, companies, etc which are not part of this group of partners may not use brands, symbols or official expressions associated with their respective products and services.
Rio 2016 Committee will select companies for supply of official products along the next 5 years. Companies which are interested in having their products associated with the Games must send an e-mail to the Games Licensing area: email@example.com.
All companies interested in becoming a Rio 2016 supplier must fill out a registration form available at the Games official site: www.rio2016.com.
But beware of the following: all product and service demands for products and services for Rio 2016 are regularly informed on the website, in the ‘Goods and Services’ Section. The procurement, hiring and supply process will comply with legal rules, as determined by the competent bodies.
All job opportunities offered by Rio 2016 Organising Committee are available at www.rio2016.com, in the ‘Opportunities’ section. People who wish to apply must include their résumé for the job vacancy (ies) desired.
The production and sale of counterfeit products are considered as a crime. Today, Rio 2016 already works jointly with the authorities in the fight against counterfeit practices and the protection of official products.
However, you can also help these efforts! Any citizen who detects the sale of any Rio 2016 counterfeit product may collaborate, providing information on eventual irregularities by contacting the Rio 2016 Brand Protection area at the following e-mail address: firstname.lastname@example.org.
As aforementioned, the Olympic and Paralympic brands are for restricted use only, and are legally protected. Whenever the misuse of any Games-related brand or symbol is observed, Rio 2016 Organising Committee must be immediately informed via e-mail (email@example.com), in a message that presents evidence of the irregularity (with photo, video etc.).
Doubts and clarifications related to the Olympic, Paralympic and Rio 2016 Games property must be sent by email to firstname.lastname@example.org.