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SUMMER OLYMPICS 2016: RIO’S BRAND SCULPTURE GETS THE THUMBS-UP By Jennie Fourie Rio de Janeiro’s Copacabana beach was abuzz
stages, the proposals submitted by the eight
on New Year’s Eve when a million people saw
remaining agencies were evaluated by a
the launch of Rio Summer Olympics 2016’s
multidisciplinary evaluation commission,
brand identity. Developed by the agency Tátil,
composed of 12 professionals enjoying both
a Brazilian company specialising in strategic
national and international market recogni-
consultancy, brand building and management,
tion for their experience in brand design and
the brand Rio 2016 breaks new ground with
approval. The team finally made their decision
its sculptural form. The brand mixes volume
in Tátil’s favour.
and form, light and shade. It has a front and a back, and can be viewed from multiple angles.
The logo was the result of a co-creative and collaborative process that lasted almost
According to Beth Lula, manager of the Brand-
two months generating more than 50 options
ing Department of Rio 2016 Organising
up for consideration and producing hundreds
Committee, Tátil entered the process of
of renderings. The design process brought
designing the logo along with 138 other
together multidisciplinary teams from the
competitors. By the end of several qualification
agency’s offices in Rio and São Paulo. The