Rio2016 Olympic Games Brand
2010@ Tátil Design de Ideias
In 2010, after Rio de Janeiro was chosen as the host city for the 2016 Olympic Games, the largest pitch process in the Brazilian design market was set up to create the brand of the games. The dream project of any designer. The most valuable non-commercial brand in the world and the most complex visual identity system of the planet. A project so grand and coveted that it gathered 139 Brazilian agencies.
The mission: to translate into a single symbol what makes Olympics in Rio unique games. A brand that had to express unity, inspire achievement, optimism and that would impact millions around the world. A briefing based on 12 very challenging items:
The result is a truly human brand, one that conveys a mix of ethnicities, athletes and cultures. A brand that embraces and celebrates with passion. A form that reveals the Sugarloaf and reflects the exuberant nature of both the city and the Carioca. A sculpture-brand, infinite, and three-dimensional that acquires texture, takes shape, and becomes an object to be experienced. It’s the first-ever three-dimensional brand of the Olympic Games. The most highly valued brand in the history of the Games.
We developed strategic tools that guided the work done by other partners, and helped manage the brand and its alignment across all brand expressions.
The result is a powerful and consistent brand that has continued relevance across audiences and time.
The mission: to translate into a single symbol what makes Olympics in Rio unique games. A brand that had to express unity, inspire achievement, optimism and that would impact millions around the world. A briefing based on 12 very challenging items:
- Be innovative
- Reflect the local culture
- Non-cliché
- In-tune with the Olympic Values
- Inspire and touch multiple audiences
- Be dynamic
- Be joyful
- Express the Brazilian passion when celebrating
- Express the Carioca way of living and entertaining
- Be universal
- Add value
- Be relevant in 2016
The result is a truly human brand, one that conveys a mix of ethnicities, athletes and cultures. A brand that embraces and celebrates with passion. A form that reveals the Sugarloaf and reflects the exuberant nature of both the city and the Carioca. A sculpture-brand, infinite, and three-dimensional that acquires texture, takes shape, and becomes an object to be experienced. It’s the first-ever three-dimensional brand of the Olympic Games. The most highly valued brand in the history of the Games.
We developed strategic tools that guided the work done by other partners, and helped manage the brand and its alignment across all brand expressions.
The result is a powerful and consistent brand that has continued relevance across audiences and time.
++ TATIL DESIGN DE IDEIAS
CEO
Fred Gelli
Planning
Roberta Gamboa; Tania Savaget;
Luiz Arruda
Creative Team
Fernanda Saboia; Felipe Aguiar; Roberta Gamboa; Ana Cunha; Raphael Abreu; Ricardo Bezerra; Ailton Henriques; Amanda Maykot; Camila Dias; Carol Peixoto; Daniel Souza; Diego Fonseca; Fabio Lopes; Felipe Caldas; João Faraco; Leonardo Lopes; Milton Von Seehausen; Rodrigo Bessa; Rodrigo Maia; Samara Araujo; Tasso Canedo; Anderson Marcicano; Claudio Affonso; Marcelo Lopes; Marcus Dietrich; Tania Belarmino
Account Management
Roberto Trinas; Darlene Furtado; Barbara Martinho;
Awards
. iF Design
. Brasil Design Week
. Idea Brasil
. Wave Festival
. Brazilian Graphic Design Biennial
CEO
Fred Gelli
Planning
Roberta Gamboa; Tania Savaget;
Luiz Arruda
Creative Team
Fernanda Saboia; Felipe Aguiar; Roberta Gamboa; Ana Cunha; Raphael Abreu; Ricardo Bezerra; Ailton Henriques; Amanda Maykot; Camila Dias; Carol Peixoto; Daniel Souza; Diego Fonseca; Fabio Lopes; Felipe Caldas; João Faraco; Leonardo Lopes; Milton Von Seehausen; Rodrigo Bessa; Rodrigo Maia; Samara Araujo; Tasso Canedo; Anderson Marcicano; Claudio Affonso; Marcelo Lopes; Marcus Dietrich; Tania Belarmino
Account Management
Roberto Trinas; Darlene Furtado; Barbara Martinho;
Awards
. iF Design
. Brasil Design Week
. Idea Brasil
. Wave Festival
. Brazilian Graphic Design Biennial
Daniel Souza © 2024.
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