The official logo for the Rio 2016 Paralympic games has been unveiled. Designed by Tátil, the same consultancy behind the 2016 Olympics logo, it supposedly references the heart and the infinity symbol
According to Tátil, “The brief was to create a brand that translates the Paralympic values, that could co-exist in harmony with the Olympic Games brand, was [as] three-dimensional as the Rio 2016 brand and that, above all, [was] a symbol that was accepted and represented the athletes and still had the ability to attract people to the Paralympic world.”
The consultancy says it conducted research with Paralympic athletes concerning the values they wanted the logo to convey. “They preferred to speak of a symbol that translates the infinite energy to overcome obstacles,” Tátil say. “The goal was to create a brand that could inspire people as much as a Paralympic athlete does through determination and ability to overcome. It is a symbol that reflects not what sets us apart, but what makes us equal, a beating heart with endless energy,” claims Fred Gelli, Tátil creative managing partner.
(L to R) Eduardo Paes, Mayor of Rio de Janeiro, Carlos Arthur Nuzman, Rio 2016 president, and Sergio Cabral, Governor of the State of Rio de Janeiro launch the Rio 2016 Paralympic logo
Ths video explains more (especially if you speak Portuguese)
The logo was launched over the weekend at a spectacular event that coincided with the lighting of Rio’s Christmas tree and was attended by 200,000 people. A 3D version of the mark was created for the unveiling.
In 2D the logo looks like a host of others launched in recent times. In its 2008 Trends Report, Logo Lounge called it the Loop style (illustrated here by marks by 1. Lippincott for IBM & Freescale 2. Angelini Design for Peugeot International 3. Miriello Grafico, Inc. for Qualcomm 4. Double Brand for Firmus car rental)
But in 3D it does look rather beautiful and no doubt it will animate very well. It also has to be seen in the context of the main Games logo (below) – as a pair they complement each other nicely.
Read our post on the Rio 2016 logo here
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