How does one come up with a logo for the world's most popular and important sporting event? How does one sum up centuries of tradition vs. a nation's culture in one symbol? Well, here's how.
Tátil Design de Ideias, Brazilian agency behind the 2016 Rio Olympics logo, has released a behind-the-scenes look into the process of concept and design that went into its creation.
I was still living in Madrid back in 2009, when both cities (alongside Chicago and Tokyo) bid for the 2016 games. Rio's proposal stemmed from its desire to participate in this global occassion with a unique rhythm. They leveraged on Brazil's vivacity, passion and contagious energy, traits so particular to them. The logo mirrors the brazilian warmth and pride and a blending of diversities and races in one symbolic gesture - a hug.
With the London games behind us, I am counting the days 'till Rio...