Extensive research of the Olympic archives was conducted in order to find design pearls from past Games editions. When it comes to evolving the identity of a brand with such a storied past, there’s no shortage of material to take inspiration from. Olympic past inspiring the brand evolution The evolved Olympic brand identity also adds purpose and emotion to a brand whose influence extends beyond the organisation and the Olympic Games to all stakeholders and personnel connected with the Olympic Movement. Taking inspiration from the rich heritage of Olympic graphic design, a new visual system has been created to bolster the brand’s core values, all the while enhancing consistency and recognition through numerous applications. The project would become the first of its kind since the modern Games began in 1896 – the development of a global Olympic identity designed for all mediums and channels. Throughout the years, hundreds of people have grown and enhanced that brand, and over time the need emerged to create a comprehensive foundational identity to increase consistency, efficiency and impact across all that the IOC does. The Olympic Games have one of the most widely recognised brands in the world – constructed over a century since the birth of the modern Games, yet with roots that reach back millennia to Ancient Greece.

Marie Sallois Brand Management Director - IOC It was time to bring together these timeless values in a comprehensive Olympic brand identity that is present not only during the Games, but also from flame to flame. Brand identity over the years For 125 years, the Olympic Games have conveyed a message of inclusivity, universality and hope.

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