→ A sculptural identity for an Olympic city like no other.
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.