Page 125

THE RIO 2016 BRANDAs with previous editions of the Olympic Games, Rio 2016 featured its own distinctive brand and visual identity that could be seen throughout the host city and the Olympic venues during the Olympic Games, and was reflected in the design of everything from the volunteers’ uniforms to the medals that the athletes were striving for. Each Olympic Games brand aims to reflect the culture of the host city, while also creating an instantly-recognisable “look” that is seen by billions of people around the world.This was the challenge given to the branding team, which started with a complex mission: to create inspirational, solid, global brands that were still deeply Brazilian. Passion and transformation – the essence of the Olympic Games Rio 2016 – were at the centre of everything that was delivered, while the four pillars of ‘harmonious diversity’, ‘contagious energy’, ‘exuberant nature’ and ‘the Olympic spirit’ also supported the brand positioning. These all combined to give Rio 2016 its unique and colourful identity.“The Rio 2016 brand symbolises the passion and transformation that the Games brought to Rio de Janeiro and Brazil, as well as the desire for a more just and fraternal world.” Beth Lula, Brand Director, Rio 2016THE OLYMPIC BRAND125