To manage a brand is to maintain its essence but also to promote its evolution.
Can you imagine showing your image on the streets all over the world and 9 out of 10 people recognizing you? Well, that’s exactly what happens with the Olympic Games rings.
A clear example of the impact of being coherent and consistent over time. And the fact is that this event, despite having 128 editions behind it and having been held in 42 different cities, has a philosophical foundation and values that remain as immutable as the Olympic rings designed by Pierre de Coubertin.
We are talking about the pursuit of excellence, the promotion of friendship and international cooperation, and the promotion of respect for others. Values that have guided the organization of the Games since Athens in 1896 and that, together with certain rites, such as the opening ceremony, the lighting of the flame or the torch relay, make up the identity of the event.
And yet, edition after edition, the Games are transformed by the personality of the host city, which adds its cultural touch, enriching the event with local traditions, music and artistic expressions. In addition, every Olympic Games, the medal and the torch are designed, a mascot is created and a distinctive emblem is created to accompany the Olympic rings.
Nor can we forget the rebranding of the visual universe that took place in 2022, which sought to propel the Olympic brand into the future by creating a comprehensive design system that balances consistency and flexibility through a vibrant and expanded palette based on Olympic colors, inspirational illustrations and bespoke typography.
Because good Olympic brand management must not only preserve the spirit of the Games but also continue to inspire and connect people of all generations and cultures around the world through sport.