Evolving the Olympic brand

For 125 years, the Olympic Games have stood for inclusivity, universality, and hope. It was time for those values to be reflected in a brand identity as enduring as the Games themselves, one present not just during the Olympics but across every moment in between.

The IOC brought in a Canadian agency to help propel the Olympic brand into the future, resulting in a comprehensive design system built to balance consistency with flexibility. The system introduces three custom typefaces, a series of graphic devices and illustrations, and detailed guidelines covering everything from color usage and photography to grid systems. Every element was designed to embody the hopeful, inclusive, and progressive spirit of the Olympic brand, built for use across print, digital, environmental design, and beyond.

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