Rio 2016 Olympics Logo

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The new Rio 2016 Summer Olympics logo was unveiled on New Year’s Eve at a Copacabana beach party in Brazil.

According to the official Rio 2016 Olympic games website:

The brand translates the Olympic spirit and the nature, feelings, and aspirations of the athletes, Rio and the cariocas. Different countries, athletes and peoples are joined in a warm embrace – in an individual and collective move, which at a second glance, reveals one of Rio’s most beautiful icons, a vibrant Sugar Loaf, radiating joy, unity, celebration, and friendship.

The new logo was modelled as a dynamic 3D design that event organisers plan on implementing at various stages of the games. Its usages will include 3D sculptures, animations and laser light shows. The options are endless really.

Cue a promotional video for the logo. Skip to 2.25 to see the 3D logo in use.

The Verdict

While the logo is inoffensive, the concept of ‘people joined in embrace’ is predictable and the concept really brings nothing new to the table. Its not ground-breaking, but then again perhaps Olympics logos aren’t meant to be.

London 2012 tried something different and was overwhelmingly criticized for it.

What do others think of the Rio 2016 logo? Having browsed through Twitter and Facebook, the reactions do seem mixed. While the designer and event organisers say that the logo is supposed to resemble the iconic Sugarloaf mountain, some have already commented that it looks more like another Brazilian icon, the thong

What do you think?

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  • http://twitter.com/designjack Martin Chester

    London’s isn’t so bad, it looks great on the side of delivery vans. I can’t quite understand why we put so much into the Olympic logos, they so often disappoint, like the ones for World Cups etc… Anyone recall the last good major sporting logo?

    • http://www.logobird.com.au/blog Duane Kinsey

      Hi Martin, have not seen the London delivery vans. I am sure the implementation of the identity is much better than the logo itself.
      I agree that sporting logos are usually disappointing. I think that there are so many stakeholders involved that it would be very hard to pull of a successful project from a designers perspective.

    • Irwin Gueco

      Hi Martin..to me the last logo to break the mold as Olympics go was Barcelona 1992..very loose in a controlled sort of way…painterly…with one look you could tell where the games were being held with references the the “athlete” jumping the Rings, the color and shape referencing the artist Miro and the country of Spain with out actually thinking very hard about what the logo was representing…I agree with Duane that the process of selecting a logo for an international sporting event has gotten so complicated that the design gets lost in the shuffle

  • http://twitter.com/designjack Martin Chester

    London’s isn’t so bad, it looks great on the side of delivery vans. I can’t quite understand why we put so much into the Olympic logos, they so often disappoint, like the ones for World Cups etc… Anyone recall the last good major sporting logo?

    • http://www.logobird.com.au/blog Duane Kinsey

      Hi Martin, have not seen the London delivery vans. I am sure the implementation of the identity is much better than the logo itself.
      I agree that sporting logos are usually disappointing. I think that there are so many stakeholders involved that it would be very hard to pull of a successful project from a designers perspective.

    • Irwin Gueco

      Hi Martin..to me the last logo to break the mold as Olympics go was Barcelona 1992..very loose in a controlled sort of way…painterly…with one look you could tell where the games were being held with references the the “athlete” jumping the Rings, the color and shape referencing the artist Miro and the country of Spain with out actually thinking very hard about what the logo was representing…I agree with Duane that the process of selecting a logo for an international sporting event has gotten so complicated that the design gets lost in the shuffle

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  • http://www.brandsimplicity.com.au Fabian

    A thing of beauty, its möbius shape, the unity message. So wish I understood what they are saying
    http://vimeo.com/18331485

  • http://www.brandsimplicity.com.au Fabian

    A thing of beauty, its möbius shape, the unity message. So wish I understood what they are saying
    http://vimeo.com/18331485

  • Peter

    I like it

    The design is overflowing with “classic” elements of Brazil/Rio; waves, calcadao (pavement) in Copacabana, the curve of the hills/islands (esp. those off Grumari) Niemeyer, bikinis, football, dancing ,pandeiro (like tamborine), a lime, yellow sun, blue sea, lush greenery, carnaval…..

    It seems like a well thought out approach to keeping options open to tomorrows 3D technnology. I can already see us moving inside it to “zoom in” on frame within a filmstrip of live sports displayed on the figures……maybe I should work in TV…..

  • Peter

    I like it

    The design is overflowing with “classic” elements of Brazil/Rio; waves, calcadao (pavement) in Copacabana, the curve of the hills/islands (esp. those off Grumari) Niemeyer, bikinis, football, dancing ,pandeiro (like tamborine), a lime, yellow sun, blue sea, lush greenery, carnaval…..

    It seems like a well thought out approach to keeping options open to tomorrows 3D technnology. I can already see us moving inside it to “zoom in” on frame within a filmstrip of live sports displayed on the figures……maybe I should work in TV…..

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  • http://twitter.com/edgarescobar87 Edgar Escobar

    I like!

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  • Prashant

    Liked it………….!!
     

  • Teguh_mashara

    the energy is so positive, it is also classic and corporat (and boring) but the concept to bring people together, warm, joy is quite successful, sometime not always have to too edgy or controversial. honestly, for me the 2012 logo is better…

  • Shakiralewis7

    why is the energy so postive and negative

  • Coneyman69

    Looks like a thong to me, first thing I thought when I saw it.

  • salo

    It looks like a nipple

  • salo

    Beautiful brasil women breast nipple

  • salo

    Rio is famous for sexy breaststroke awesome Latin women

  • salo

    Breast *

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