A brand needs to evoke values symbolically and concisely. In the case of Rio 2016, the brand brings together the Olympic values with Rio de Janeiros energy and motivation, including the popular support and participation of the citys people.
Sport awakens various kinds of feelings: passion, respect, enjoyment and solidarity. Rio de Janeiro is ideally suited for these feelings to flourish. The city is known around the world as a lively, welcoming, festive and active city surrounded by nature. A Marvelous City.
As a symbol, we chose Pão de Açúcar (Sugar Loaf), a stunning mountain on the seashore, representing the natural richness of Rio de Janeiro. The design as a whole conveys a heart shape, representing Brazilians passion and enthusiasm for sports. Through its mirroring effect, the symbol also forms a stylized clover, associated with the lucky idea of everyone striving to surpass limits and fulfill dreams. Linked to the typographic solution with the exclamation mark incorporated into the number 1 it results in a mark that perfectly represents the peoples expectations and enthusiasm for the opportunity to host the Olympics.