The Rio 2016 Olympic logo was revealed on New Year’s Eve. The logo was designed by Rio-based Tatil. According to the official guff, the “translates the Olympic spirit and the nature, feelings and aspiration of the athletes, Rio and the Cariocas. Different countries, athletes and people are joined in a warm embrace – in an individual and collective move, which at a second glance, reveals one of Rio’s most beautiful icons, a vibrant Sugar Loaf, radiating joy, unity, celebration, and friendship.”
Tatil’s design was chosen from 8 finalists who after a 5 month selection process that initially involved 139 agencies. This question is being asked, will this logo be remembered? There were many things wrong with the London 2012 logo but it will always be remembered but will this?
Only time will tell if this logo will be remembered, but let’s have a look at the work and how it was created.
The challenge that design studio Tatil’s said they had was “to represent the Passion and Transformation of a city and an entire country, and project these values to the rest of the world. A brand that must express unity. Inspire achievement and optimism. Avoid clichés and present Rio de Janeiro as the site of the largest sporting event in the world – to its very own Cariocas, and the athletes and people around the world.”
It all stated by mapping out “several Rio 2016 planets…each one with multiple references, concepts, trends and articles.”
The idea was to root the identity in the essence of Rio’s Cariocas – its citizens. “We were born from a mixture of ethnicities. We warmly embrace all ethnicities, faiths and generations. We share our sky, our ocean and our happiness with the world. This human warmth, which is part of the Carioca nature and the Olympic spirit, is shaped by the exuberant nature of a city that inspires us to live passionately and carefree, and loves to share and engage with others.”
Colour choices were led by the Brazilian environment: “Yellow symbolises the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.”
To all this is added a rather neat, abstract reference to a Rio landmark, Pão de Açúcar or Sugarloaf Mountain, the shape of which is mapped by the logo.