This New Years Eve on Copacabana beach, the logo of the 2016 Olympic games was revealed. Tátil, the Rio agency selected for their creation, was one of 139 Brazilian agencies competing for the chance to design for the Olympics, delivered an icon that both embodies the collective nature of the Olympic games and the spirit of the Carioca. The final design by Tátil’s creative team is a product of 150 different logotypes and the collaborative ideas of more than 40 collaborating strategists, designers and editors. At first glance, it’s a fluid symbol representative of three dancing figures, but below the surface, it’s much more than that. Tátil’s creative team says what they created is “an essentially human brand” born from Brazil’s mixture of ethnicities, faiths and generations, implementing a variety of symbolic elements.
“To represent the passion and transformation of a city and an entire country, and project these values to the rest of the world. That was the beginning of the project that granted Tátil the pleasure and privilege of creating the brand for the Rio 2016 Olympic Games,” (Tátil website)
It’s a logo that’s full of symbolism. Yellow for the sun and the warm, vivacious nature of Rio’s people are known for. Blue for the ocean that is so much a part of their lives. Green is representative of the area’s forests and the Carioca’s hopes for the future. Beyond communicating the celebratory nature of the games, the outline created by the three embracing figures is also a reference to Rio’s key tourist site: a rock formation known as the “Sugarloaf”.
The resulting logo is a carefully designed, multifaceted and thoughtful mark that is nothing short of a testament to the unity created by the Olympic games. It’s also an inspiring symbol of a very unique, culturally diverse group of people.
In the video below, the creative team at Tátil explains the process in their own words.