Evolving the Olympic brand

For 125 years, the Olympic Games have conveyed a message of inclusivity, universality and hope. It was time to bring together these timeless values in a comprehensive Olympic brand identity that is present not only during the Games, but also from flame to flame.

The IOC hired a Canadian agency to help propel the Olympic brand into the future by creating a comprehensive design system that balances consistency and flexibility. It includes fresh elements such as three custom-made typefaces, a series of graphic devices and illustrations, and guidelines on everything from the usage of colours to photography to grid systems. Every element was designed to reflect the hopeful, universal, inclusive, vibrant and progressive qualities of the Olympic brand, and for use across publications, digital, environment design and more.

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