Dissecting the Rio 2016 Logo

The Rio 2016 Olympic Games logo was unveiled on Copacabana Beach in Rio De Janeiro. The identity is made up of multi-colored figures holding hands over the Olympic rings, and the words Rio 2016 in a script typeface. It was designed by Brazilian agency Tatil.

rio-2016-logo

According to the organizers of the games, the new Rio 2016 emblem is inspired by the vision of “All Brazilians uniting to deliver the greatest festival on earth and proudly advancing our national promise of progress.” That’s a bit of a mouthful.

It has, as its essence, the concepts of passion and transformation, which both reflect modern-day Brazil–a country full of passion and that is in the process of transforming itself into a world leader. This positioning is supported by four pillars: harmonious diversity, contagious energy, exuberant nature, and the Olympic spirit. These have all been masterfully combined to give Rio 2016 its new colorful identity.

It almost goes without saying now when it comes to Olympic logos, but there has been some controversy already associated with this emblem. Adweek is reporting on their blog that there are cries of plagiarism as the new logo looks somewhat like the Telluride Foundation logo. Fred Gelli, director of the Tatil design agency acknowledged a “similarity” with the Foundation’s logo, but said the general concept of people embracing each other is not novel, and denied plagiarism. Quite right, too.

telluride_foundation_logo

Personally I like the logo, it has a nice sense of movement and color. Check out the logo in action on the Rio 2016 Olympic Games website.

What do you think of the first major identity of 2011, the Rio logo? Does it fulfill the “promise of progress”?

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  • http://profiles.google.com/authorandrew Andrew Joyce

    I like it. It’s a very nice logo and looks little like the other logo (which is in the shape of a heart and completely different). I think it matches Brazil’s flambouyant personality very well.

  • http://twitter.com/paddy_hazard Patrick Hazard

    Sure beats the London 2012 logo!

    • http://twitter.com/jmckirgan Jonny McKirgan

      Agreed. The London 2012 logo is *shockingly* bad.  And I say that as a Brit…

  • http://www.facebook.com/profile.php?id=500408861 Shana West

    It spells Rio!

    • http://twitter.com/helennatasha Helen Natasha Moore

      Well spotted!

  • http://twitter.com/helennatasha Helen Natasha Moore

    I think it’s way too complex, and the flowing movements at the top conflict harshly with the flat circles at the bottom. It also looks like a direct rip of the Telluride logo!

  • http://twitter.com/helennatasha Helen Natasha Moore

    I think it’s way too complex, and the flowing movements at the top conflict harshly with the flat circles at the bottom. It also looks like a direct rip of the Telluride logo!

  • http://twitter.com/its_temporary Stephanie Lucas

    The plagiarism accusation is just plain hogwash. What did they steal, the primary colors (please see: Rings, Olympic) or the idea of people celebrating together?  According to the agency’s video, they turned out 150 logo concepts before arriving at this one. I think they did a great job and I love how the logo works in 3 dimensions.

  • http://martealdesigns.com bob marteal

    It’s great. Incorporates the flag colors and just looks like a samba line. I agree the plagiarism claims are pretty desperate.

  • Alex

    No plagiarism at all!

  • Luis Benayas

    THE logo
    of Brazil… seem to be ghosts. If I like the typography.
    Best regards