Logo Design Love

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Rio 2016 Paralympic Games logo

In 2016, the Olympic and Paralympic Games will take place for the first time in South America, in the city of Rio de Janeiro. The Olympic emblem was launched more than a year ago, but I just watched the “brand video” for the Paralympic Games that gives an interesting glimpse of the work involved.

Rio 2016 Paralympic logo

Rio 2016 Paralympic logo

Rio 2016 Paralympic logo

Rio 2016 Paralympic logo

Rio 2016 Paralympic logo

Official video about the creative process of the first multisensory brand in the history of the Paralympic Games, created by Tátil Design for the Rio 2016 event.

“The goal was to create a brand that could inspire people as much as a Paralympic athlete does through determination and ability to overcome. It is a symbol that reflects not what sets us apart, but what makes us equal, a beating heart with endless energy.”

Quote via PSFK

Rio 2016 Paralympic logo
The Paralympic emblem is launched at Lagoa Rodrigo de Freitas

Rio 2016 Paralympic logo
Sir Philip Craven, IPC President, with the Paralympic Games emblem

You can see how the emblem might animate in this short video.

Relevant links:
Tátil Design website
Rio 2016 website
Rio 2016 Olympic Games logo launched

Via @TheLogoFactory

Logo Design Love: A Guide to Creating Iconic Brand Identities

14 appreciated comments

  1. Yeah, okay, the symbol is nice enough but not as incredible as the presentation suggests. All the mastication and fetishisation of the form by Tatil is a little embarrassing.

    Yeah, we get that it needs to be seen to have been created with meaning and ‘soul’ by the athletes and general populace but there is only so much of this that a symbol alone can evoke. The passion is clearly heartfelt and earnest but I’m sure that when the dust settles and all involved in the design look back they’ll see themselves gushing sentimentally and their naivete will be apparent.

    The Rio Paralympic Games brand identity is still nothing more than an old school logo. It’s pleasant in an classical and abstract way but it’s got nothing on 2012 as a ground-breaking brand experience…

    A.

  2. Andrew’s comment is a wonderfully succinct analysis and I couldn’t agree more.

  3. Gotta agree with Andrew, my stomach was turning upside down the whole time watching that endless patting on the back, so much epicness for nothing.

  4. Well, I’d like to think the point of all this is less about how amazing the logo is and more so about how deep the methodology of all this relates to the experiences these types of athletes have. I mean, what’s ground breaking about creating a multi-colored and curved logo to then re-create in the physical world? Nothing really; it’s just a 3D logo. What’s great is how perfect this approach was for this brand.

    #justsaying

  5. VDM

    “it’s got nothing on 2012 as a ground-breaking brand experience…”

    I agree with the rest of your statement, but considering the London 2012 logo, I’d rather the ground remain intact.

  6. John Spiegel

    Perhaps we should wait to see how this actually works…
    when it’s in use, and what they do with it dimensionally and
    theatrically. It has “stage” possibilities!
    It is an interesting 3D art form though borrowed from the rest room!

  7. John Spiegel

    Perhaps we should wait to see how this actually works…
    when it’s in use, and what they do with it dimensionally and
    theatrically. It has “stage” possibilities!
    It is an interesting 3D art form. (Probably inspired while in the rest room!)

  8. “it’s got nothing on 2012 as a ground-breaking brand experience”
    LOL! The London 2012 logo misses all the basics of graphic design. For sure it’s an unconventianal shape but it’s dificult to read it and doesn’t communicate the values of the olympic games nor London city.

    I agree that the Rio Paralympics logo isn’t so impressive, but it’s still a good logo.
    I totally agree with John Spiegel, let’s wait to see it in action.

    I guess everybody expects (and organizers pretend) each olympics is as much a graphic revolution as THIS: http://www.1972municholympics.co.uk/index.php
    but it’s very difficult to achieve.

  9. While you may be correct in your skepticism, I still thought it was tremendous to share the creative process with this design firm, and get a window into the formation of the logo.
    As a solo designer, it’s fascinating.

  10. Giles

    I know it’s Rio but did they have to use a thong?

  11. @VDM

    London 2012 doesn’t have a logo…

    More here… http://bit.ly/xpdbCK

    @Rafael

    Yeah, it might miss some of the basics of graphic design but it in no way misses the basics of effective brand identity design. Graphic design is such a broad category. In comparison to specialist areas such as brand identity design the ‘discipline’ of graphic design so nebulous as to be useless.

    @John Spiegel

    You’ve already seen how this identity ‘actually’ works. By the looks of it all that can be done with this logo is to slap it everywhere, in what the brand consultancy industry refers to as brand expression (versus intangible assets and brand as organising principle).

    Brand expression is the weakest type of branding… http://bit.ly/Abu8nz

    A.

  12. @Andrew Sabatier

    Thanks for the links. Very interesting. I can see your point.
    But I still think London 2012 brand identity is a bad solution. It comunicates wrong values.

    And they make basic mistakes as unreadable typefaces or unscalable logos.
    Take a look at the London 2012 paralympic games logo, or visit http://shop.london2012.com/ in a laptop screen and check how wrong the logo works there.

    I just don’t think a good brand strategy can work well with a bad logo.
    Specially if they build all the brand strategy itself from the logo. Just look at the colors, cut-out shapes, oblique layout… It’s all inspired on the logo, but does not fit at all, because the logo is very dynamic, heavy and groundbreaking (and unreadable). But when they come to use all this brand strategy they act very conservative.
    It miss a visual link between all the brand elements.

    The type they chosed should be more heavy, more bold more punchy, more cutout style.

    And all the dynamic feeling from the logo and cutout shapes is lost when they layout information. They just use oblique disposition…

    And what you guys think about the pictograms? Just put one near the logo and you will feel they don’t belong to the same brand.

    Don’t let yourself be blinded by the word “experience”
    The important word is “identity”. I don’t think people will identify all the elements as part of the same experience.

    And just as a funny thing, pick any display, leafet, ad, decoration, whatever and try to change London 2012 logo for a Nike, Adidas or any other sport brand.

    I’m much more excited with the Rio 2016 logo. The aesthetic approach offers a much more wide set of branding possibilities.

  13. Erika

    I agree with a lot that has been said.

    I find that the video was only moving in the passion that those who designed it put into it. I just found that passion to be more towards the Paralympic Games than the designing of the logo. All I got from the design process was that they had a lot of sketches and used collaboration… don’t most designers and design firms?
    Agreed- the logo itself isn’t all the video boasts about, but should be just fine for the games, and not that groundbreaking.

  14. Lorena

    The story shown on the video is passionate and in line with the idea of the olympics. It’s a memorable story and sometimes this is stronger that the formal appearance of the logo, this could make it an amazing asset for the brand. I think that the idea of making a 3D version of the logo so the shortsighted can feel it is brilliant.

    Is the logo revolutionary, and never seen before? Probably not, but you may not remember the others as well as you will remember this one because of the story behind it.


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