Rio 2016 launches official ‘Look of the Games’
To mark two years to go until the Opening Ceremony of the Rio 2016 Olympic Games, the Organising Committee has unveiled the official ‘Look of the Games’ which will be used for all the event’s visual communications.
The new visual identity, which celebrates the vibrancy of the host city, has been inspired by the rich landscapes of Rio and includes illustrations depicting the city’s best-loved icons, including Sugarloaf Mountain and Corcovado. It aims to be a source of inspiration, bringing people and cultures together at the Games, and will be on display in all the sporting venues and across the city during Rio 2016, as well as on tickets, uniforms and licensed products. The goal is to create a celebratory atmosphere and a unique experience for all visitors.
“We hope that Rio 2016 will be the Games of the people, a memorable celebration of the kind that only we can offer,” said Beth Lula, Rio 2016’s Brand Manager. “The starting point for the new ‘look’ was the Rio 2016 branding, with its essential ingredients of passion and transformation, and its values and attributes.”
Developed by the Rio 2016 Organising Committee’s in-house design and branding teams, the visual identity for the Games uses images of Rio that are easily recognised throughout the world. The project took around a year to complete following studies of Brazil’s historical and cultural identity, as well as a photographic immersion in the region’s landscapes. The four football host cities – Belo Horizonte, São Paulo, Brasília and Salvador – are also represented.