The Organising Committee for the Rio 2016 Olympic and Paralympic Games launched the sub-brand “Embrace Rio 2016", which will be used in all Games communications related to the Sustainability Management Plan. The sub-brand uses the colour blue and is inspired by Rio 2016’s visual identity to promote responsible behaviour with people and the planet to build a more prosperous future through the organization of the Games.  The idea behind the chosen name is to engage people, inviting them to be part of the transformation promoted by the event. 

 

“Sport can and should play a leading role in promoting a more sustainable world. Following the United Nations Conference on Environment and Development in Rio, in 1992, the Olympic Movement's concern with environmental issues is constantly increasing. In 1996, the Olympic Charter was amended to recognize the environment as the third pillar of Olympism, and in 1999, the IOC created the Olympic Movement's Agenda 21, defining policies associated with sport,” said Rio 2016 President, Carlos Arthur Nuzman. 

 

The most notable visual elements of the Olympic and Paralympic Games, the brands characterise the events, representing the essence, values and concepts of the Games. In addition, the Games also have sub-brands for programs with their own communication visibility and related events. “Embrace Rio 2016" will serve as a standard for the way in which the organization embraces programmes and projects aligned with the plan´s principles.