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Rio2016 Candidate City Brand

2008 • 2009
@ Soter Design
Following the success of the South American Games (2002) and the Pan American Games (2007), the Brazilian Olympic Committee (BOC) realized that the time had come to go further and present Brazil's candidacy to host the Summer Olympics. It was a bold proposal to bring an event of such magnitude for the first time to a South American country, but the BOC was relying on the knowledge gathered through the two previous events.

A technical analysis commissioned by BOC Executive Council pointed Rio de Janeiro as the most prepared city to receive the event due to the Pan American Games legacy. The challenge then was to put together in one brand the concept that led the campaign: to show the world that Brazilians are a passionate for sports and that Rio de Janeiro was the perfect stage to live and show this passion.

Revisiting one of the biggest city icons, we transformed its contours and its reflection in the waters of Guanabara Bay in a heart, symbol of passion. We brought vibrant tones to the colors of brazilian flag that reflected the joy of our people and the celebration of sports. The result is a simple, strong and flexible brand that stands for the enthusiastic spirit of the Brazilians to receive the Olympic Games.

The brand and its visual identity system were used in all technical material of the candidacy (dossiers, reports, maps, etc.) and also throughout the campaign that took the city until the official announcement that Rio would host the 31st edition of the Summer Olympics, made by the president of the International Olympic Committee, Jacques Rogge, on October 2nd 2009 during the 121st Session of the International Olympic Committee in Copenhagen.
++ SOTER DESIGN

CEO
Ana Soter

Creative Team
Daniel Souza; Gabriela Morand; Juliana Lins; Larissa Mayer; Luise Krause; Luiza Aché; Gilmar Padrão; Jackie Torterolli













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