IOC Unveils the Latest Evolution of its Brand Identity
The International Olympics Committee has never had a complete brand identity, even after logos and poster designs for each Olympic Games and steps it has taken to protect its trademark.
Recently, they revealed a revived brand identity for the Olympic Games ahead of Paris 2024. It features reinvigorated elements such as three custom-made typefaces and a series of graphic devices and illustrations.
The new brand look offers a comprehensive design system that balances consistency and flexibility. Every element designed reflects the hopeful, universal, inclusive, vibrant, and progressive qualities of the Olympics for use in publications, digital, environmental design, and more.
The Olympic brand guidelines include detailed guidance for everything from illustration styles to photography and infographics. There are 17 official hand-drawn illustrations. The work was created by artists Francesco Ciccolella, Abbey Lossing, and Karan Singh. The vibrant designs are intended to capture the spirit of the games and were conceived to allow a range of options for cropping for different applications.
There’s also a set of graphics inspired by the geometry of the field of play in various Olympic sports and pictograms depicting all the Olympic events.
Fabian Harb and Seb McClauchlan from the type studio Dinamo and Julien Hérbert from the Canadian design agency Principal were drafted in to develop three exclusive typefaces for the Olympics: Olympic Headline, Olympic Sans and Olympic Serif. The first, with caps only, is described as ‘bold, athletic, and proud ‘and was inspired by the typography used in the Tokyo 1964 and Seoul 1988 emblems.
As Marie Sallois, Brand Management Director at the IOC, explains, “For 125 years, the Olympic Games have conveyed a message of inclusivity, universality, and hope, and now it is time to bring together these timeless values in a comprehensive Olympic brand identity that’s present not only during the Games but also from flame to flame.”
This new visual system has been created to enhance the Olympic brand’s core values while enhancing consistency, recognition, and impact across all IOC platforms, communications, and publications.