Olympic Rebranding
Logo • Illustration • Branding • Packaging
Duration: 8 Weeks
Materials/Programs:
Students were tasked with choosing a past or future Olympics and rebranding it. The deliverables for this project was a logo, three posters, and an extra deliverable of their choice.
This rebrand of the 2024 Paris Olympics was targeted toward Parisians and people who might not be very interested in sports. It’s about emphasizing the location and environment that this Olympics is going to be in, which would in turn get them more excited about the sports. Showing pride and honoring Art Nouveau because of how integrated the style is in the various architecture around the city and has become a defining feature of Paris.
Sketch & Research
I researched Paris and its role in the history of the Olympics. Given the Art Nouveau visual direction for this rebrand, I decided to do research into that style. I took a lot of inspiration from the Art Nouveau architecture seen in some of Paris’ popular buildings.
When approaching the logo I experimented a lot with the rings, but none of the designs felt interesting or compelling. I decided to take a look at the transit system that would be used for the Olympics, as this played a big role in Paris being chosen for the 2024 Olympics. From there I marked out the different lines and saw that “Paris” could be seen. I experimented a lot with the coloring and composition to emphasize ”Paris.” I chose this direction, of the logo, because it was an interesting concept and combined the idea of the city and the Olympics.
Logo Sketches
Refined Logo Sketch
Production
For my other deliverables, I decided to create three posters, each showcasing a sport that began in the Paris Olympics, and a breakdancing swag box, to celebrate the debut of breakdancing in the games. For the posters and swag box I wanted to combine Art Nouveau and dynamic sport posters, as it both tied together the components I wanted to evoke in my concept. I drew each of the sports in a 4 point perspective and have specific parts of the subjects break out of the frame to create dynamics.
I incorporated different parts of the Eiffel Tower into the three posters, because it would be a fun and hidden reference and incorporated the Art Nouveau stye. Which became more focal once I added the type and organic lines in the background.
Poster Sketches
Refined Equestrian Poster
Refined Archery Poster
Refined Soccer Poster
Final Product
The overall feedback I got was positive and my instructors felt that the designs and final products embodied my concept and were strong. Other comments I got was how the execution of the products and logo felt very inventive. One change that I would implement if I could is refining the blur of the transit lines in the logo. As some feedback from classmates were that the blurriness didn’t seem purposeful or affected the legibility.
Final Logo Versions
Equestrian Poster
Soccer Poster
Breakdancing Swag Box
Breakdancing Swag Box Open
Breakdancing Socks
Breakdancing Hat
Breakdancing Shirt Front & Back
Archery Poster