Creating Rio’s 2016 Olympic Games logo

Last year,‘s John Cary had the great fortune to speak alongside Fred Gelli, principal of Tátil Design, a large industrial and graphic design firm based in Brazil, with offices in Rio de Janeiro and São Paulo. The two were participants in the Autodesk IDEAS: The Innovation + Design Series, one output of which is a book profiled as one of our earliest posts, here. Gelli and Tátil Design have undertaken many high-profile commissions and clients, but none as great as the brand and identity system for the 2016 Olympic Games in Rio. Above is a subtitled video of the process, including the following words from Gelli.

The logo had to last six years, with strength. It is a logo for the world. When we decided that it had to be a human logo, we knew it had to translate the carioca’s spirit. The embrace was a powerful and symbolic representation, conveying a welcoming feeling. It’s a big embrace. It’s a sculptural logo for a sculptural city.

Click here to learn more about Tátil Design.

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