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The innovative design is inspired by the warmth of the Brazilian people and features moveable segments that expand vertically to reveal the colours of Brazil when the Olympic flame is passed from one torchbearer to another. “The design of the Rio 2016 torch was inspired by the Olympic spirit, our country’s nature, and the harmonious diversity and energy of our Wpeople,” says Lula.hen Rio 2016 gets under way, the dramatic sporting action will be beautifully framed by a unique brand that has been created especially for the Games. Alongside Rio de Janeiro’s stunning natural scenery, the Rio 2016 “Look of the Games” will provide an eye-catching backdrop to the feats of athletes from all over the world, and will be seen everywhere from wayfinding and merchandise to venues and the volunteers’ uniforms, all adding to the spectacle of the Games.Rio 2016’s look incorporates designs and colours that reflect the culture of the host city. As Carlos Arthur Nuzman, President of the Rio 2016 Organising Committee, explains: “The Rio 2016 Games brand communicates passion and transformation – the passion that cariocas and Brazilians, in general, have for sport and celebration, and the transformation the Games are already bringing to Rio and Brazil.” The brand extends from the Games emblem and font to the mascots, Olympic torch and pictograms that depict each discipline. Here, Beth Lula, Rio 2016’s Brand Director, explains some of the key elements of the brand, which will be seen by billions of people around the world during the Games.The Rio 2016 design team produced a brand for the Games using images of Rio de Janeiro easily recognised throughout the world, with an all-embracing feel giving the impression of a hug, inspired by nature’s beauty and human warmth. “We hope Rio 2016 will be the Games of the people, a memorable celebration of the kind that only we can offer,” says Lula. “The starting point for our ‘Look of the Games’ was the Rio 2016 branding, with its essential ingredients of passion and transformation, and its values and attributes.”Vinicius and Tom are the mascots for the Rio 2016 Olympic and Paralympic Games respectively. Vinicius was inspired by Brazil’s fauna, while Tom was influenced by the country’s flora. They also feature various pop culture influences, elements of animation and computer game characters. “The Rio 2016 mascots represent the diversity of our culture, of our people,” says Lula. “Both of them are magical creatures with superpowers and relate naturally with the young audiences that we want to engage with our event so much.”MascotsThe emblem represents different countries, athletes and peoples joining together in a warm embrace, while also revealingRio’s iconicSugarLoaf Mountain. “The Rio 2016brandwill makean impact on the whole world,” says Lula. “When we were developing our brand, we were looking for universal symbols – that’s why we have three people embracing as our Games emblem.”