André Coelho
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Rio2016

The challenge was huge: to express through a single symbol the encounter of Rio's joyful soul with the Olympic Values. A dynamic brand that had to express unity, inspire achievement and optimism. One that would impact millions around the world. It should be universal, innovative and still relevant in 2016, although created 7 years before. To achieve this, a group of strategists, designers, typographers and copywriters collectively shared and built upon the best references and ideas in a collaborative creative process. The result is a truly human brand, one that conveys a mix of ethnicities and cultures. A form that reveals the Sugarloaf and reflects the passion of its citizens. A sculpture-brand that becomes an object to be experienced.

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A sculpture-brand that becomes an object to be experienced.

A sculpture-brand that becomes an object to be experienced.

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The type, developed by Fabio Lopez , should work independently and still respond to the brief.

The type, developed by Fabio Lopez, should work independently and still respond to the brief.

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The final brand was the result of a truly collaborative effort.

The final brand was the result of a truly collaborative effort.

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Since the beginning, the idea of a three-dimensional symbol was a strong inspiration.

Since the beginning, the idea of a three-dimensional symbol was a strong inspiration.

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The Paralympic Brand had to extend this concept, while still having its own personality.

The Paralympic Brand had to extend this concept, while still having its own personality.

Instead of focusing on performance, we aimed for an universal symbol — the heart, reinforcing the notion that on the inside we are all equal.

Instead of focusing on performance, we aimed for an universal symbol — the heart, reinforcing the notion that on the inside we are all equal.

A multi-sensory brand, with shapes, sounds and textures that together enable any athlete or person to experience its infinite energy.

A multi-sensory brand, with shapes, sounds and textures that together enable any athlete or person to experience its infinite energy.

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