On new years eve, and in typical Brazilian fashion in front of 2million people and on a beach, Rio unveiled their logo for the 2016 Olympics.
First off, I like it. That was my opinion when it was announced last week and I still stand by it. The Rio emblem was designed by local design agency Tátil, who add the Olympic accolade to the already impressive portfolio containing the likes of Fiat, Philips and Coca Cola.
I could spend the rest of this post critiquing it and (inevitably) comparing it to London’s for 2012. I will address the latter somewhat, but what’s really grabbed my attention through all of this is how transparent and open Tátil have been about their development process for the logo.
If you don’t speak portuguese then skip forward to just about the 3min mark and enjoy the sketch work and visual process on show.
Bidding for the Olympic logo is not something agencies tend to take lightly, the rigorous and government regulation clad process is challenging enough, and then you throw in the need to represent an entire nation and impress a global customer base… phew! Well, five months on and 139 agencies later, Tátil emerged victorious.
The logo itself has come under some criticism for perhaps taking too much inspiration from the American Telluride Foundation, but this has quite swiftly been brushed aside by Tátil’s Fred Gelli, putting any likeness down to coincidence and “that the broad concept of people embracing each other is not novel”.
My absolute favourite aspect of the logo is the incorporation of one of Brazil’s most famous landmarks, Sugarloaf Mountain, refuting the copyright accusation perfectly.
It’s no accident that the beautiful curves of the logo match the elegant and sweeping lines of the landscape perfectly, drawing on the ideal source of local inspiration.
Any good logo, especially one intended for such global appeal, will work well across a range of media. The London 2012 logo falls slightly here as I’m yet to see it used really well. There is the odd piece of good graphic design, not to mention the excellent mascots, but the Rio logo seems really on top of this whole affair, perhaps stemming from the fact that it was initially intended solely for 3D use.
If you thought the Sugarloaf Mountain link was obscure, then what do you think of being able to spot the word RIO in the logo itself? Look again, a bit harder. There. Can you see it? I can vaguely make out the letters myself, but I’m much less convinced of this notion’s intent.
The soft-edged, morphing people are right on the money. They evoke emotions of unity and togetherness, as well as the carefully selected colours accurately depicting environmental issues of a warm sun, fluidity of water and natural rainforests. Brazil in a (colourful) nutshell.
There’s even a rumour started that the colours in Rio will change and morph with each day that brings us closer to the olympics, maybe leaving us with a completely different look come the opening ceremony! I hope that’s true because that would be fantastic attention to detail.
It really couldn’t be further from London’s jagged-edged, bright pink effort. To be fair, I dislike the London 2012 logo much less than when it was announced, and it is memorable, we’ll give them that.
It’s great to see some of the sketch work behind the idea too. Much like the Tron process I was pleased to find last week, I love seeing the development of a brand or idea and these illustrate this perfectly.
On their own the sketches and brush strokes may seem rather innocuous, or perhaps irrelevant, but put them as part of the overall development process and you start to see the bigger picture, the iterations gone through to achieve the final and lasting result. Even evidence of some rather well represented market research.
Representative of a global event, full of optimism and achieving success – I Looking forward to seeing it animated on screen, surrounded by creatively sourced and lively Brazilian character mascots. Keep an eye out here, as soon as they’re announced Inspirational Geek will be posting thoughts on them!