Every two years, a new logo and torch is designed to embody the culture, spirit, and environment of the host city of the Olympics. Hundreds of submissions from agencies around the world are sent to the Olympic organizing committee in hopes of being given the opportunity to design at least one of the creative elements of the games. This year, designs from two firms based in Sao Paulo were selected for Rio’s new logo and torch. When choosing the designs, the committee looked for a composition and style that reflected Brazil’s “contagious energy, harmonious diversity, and exuberant nature.” Below, we quickly take you through the inspiration, concept, and structure of the new logo and torch design of the Rio Olympics.
Logo Design
The concept for Rio’s logo design was derived from widely held conception of Brazil being the melting pot of South America. The team at Tátil Design sought to reflect the different ethnicities and spiritual backgrounds that cultivate the city, showcasing that Rio was a prime location for the Olympics to be held. Inspired by the famous Brazilian landmark Pão de Açúcar, also known as Sugarloaf Mountain, the design team created a logo that features three figures melting into one another in rhythm and unity. The colors used mirror Brazil’s national flag and the country’s environment: “Yellow symbolizes the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.”
New Torch Design
Standing 27 inches tall at 3 pounds, the new torch was inspired by “the Olympic spirit, our country’s nature, and the harmonious diversity and energy of our people,” according to Beth Lula, Rio 2016 Brand Director. The new torch was designed by creative studio Chelles & Hayashi. It was selected from a pool of 76 submissions that came in from around the world. Described by the organizing committee, the torch was designed to represent all of the environmental elements that make up the promenade of Copacobana. It features “moveable segments that expand vertically to reveal the colors of Brazil when the Olympic flame is passed from one torchbearer to another.” The Organizing Committee ordered 12,000 torches to be carried throughout Brazil during the Olympic Torch Relay. The torch will journey about 12,400 miles on ground and 10,000 miles via plane to get to Rio de Janeiro for the opening ceremony.
