Weekly Inspiration - 4 (Rio 2016 Logo)
And we're back! So the 2016 Summer Olympics are in full swing, and I decided that now would be a great time to take a look at the fantastic design work done by Brazilian design agency Tátil (the page is in Portuguese so you better bust out Google Translate for this one) that's gone alongside these summer games.
Let's dive in:
In my opinion, this logo is a phenomenal success and there are nearly too many factors contributing to this. Let me just list a few...
The colors obviously represent the colors of Brazil, so I'd consider that the first, and most obvious success. Going a little deeper, it's pretty easy to see that the figures within the logo embody both the celebratory nature of the Olympic games as well as the theme of unity that an international event like this embraces. The form of the logo cannot exist without all three figures joined together.
However, this logo really begins to shine when one looks just a little bit deeper. One of the most successful aspects of the logo, in my opinion, is the way in which it takes the shape of the land of Rio de Janeiro itself. The logo is based upon the shape of the Sugarloaf Mountain, one of the most well known locales in Rio. Take a look:
Additionally, the logo spells out the word "Rio," albeit in an abstract manner that doesn't detract from the main shape at hand.
Finally, the logo itself can be rendered into a three dimensional form. Which, let's just be honest... is super cool and makes something abstract like a logo into something real, tangible and more accessible.
The logo for the 2016 Summer Olympics is bursting with symbolism and meaning. I only gave a few examples of why it's cool but there are so many more ways to look at it when you sit back and begin to appreciate what Tátil has done.
While this work was made by an agency for international use, rather than an individual making something for a small business, this kind of stuff should definitely be on the mind of any designer that takes on any kind of branding job. A great video of the creation of the Rio 2016 logo can be found here if you're still interested.
Until next time!