Olympics Reimagined
Imagine if the Olympics, known for their branding on sportsmanship, focused more on the cultural diversity aspect of their brand. How would it look and what would it bring?
Everyone knows the Olympics for being centered on sports and sportsmanship, though, according to their brand guidelines, they're more than just sports. The Olympics is known for bringing the world closer together through sports and good vibes. Even the iconic 5 rings logo expresses this, it's meant to represent the 5 major continents being intertwined and brought together. This is where the idea for a rebrand came from, focusing on this beautiful and overlooked aspect of the Olympics.
For this rebranding, looking towards different cultural art-forms around the world was a huge help, as well as doing research to get inspiration. The main design strategy was implementing cultural textiles, combining them with the iconic colour scheme of the Olympics to create something refreshing that celebrates diversity.
The Olympics is due for a bit of a rebrand. While it's iconic it feels as though they can better express their importance to the world and the sports/entertainment market. Though, one major challenge was keeping the sports vibes while intertwining cultural designs.
With this, Olympics was better able to express their core values (which seem to get lost with their current branding and advertising), put major emphasis on what makes the Olympics important (cultural diversity, bringing the world together), all while still remaining recognizable and memorable.
