Discussing the Summer 2024 Olympics Logo: A New Era in Design

Current Events
July 1, 2024

The Summer Olympics, a celebration of unity, athleticism, and culture, is not just a global sporting event but also a showcase for creativity. With anticipation for the 2024 Paris Games, the new emblem has sparked worldwide conversations. Let’s discuss. 

Evolution of Olympic Games Branding

The Olympic Games have a brand with worldwide recognition that steadily evolves over the years, reflecting the spirit of each host city. According to the Olympic Charter, the iconic ring logo which debuted in the Antwerp 1920 Games, “expresses the activity of the Olympic Movement and represents the union of the five continents and the meeting of athletes from throughout the world at the Olympic Games.” With this in mind, the International Olympic Committee (IOC) developed a design system that balances consistency and flexibility. It includes three custom typefaces, illustrations, and guidelines for colors, photography, and grid systems. Each element embodies the hopeful, inclusive, and progressive qualities of the Olympic brand.

A Look Into the 2024 Paris Games Emblem 

France holds a rich history in the Olympic Games with the 1924 Summer Games hosted in Paris showcasing what is widely seen as the first Olympic emblem. These emblems are uniquely crafted for each host city, combining a symbol, event details, and the Olympic rings. The 1924 emblem was historically significant and featured a coat of arms dating back to the 14th century.

In stark contrast, the emblem for the 2024 Paris Games reflects modernity and national pride through its elegant design. It embodies French cultural values by blending three distinct symbols: the winning gold medal, the beloved flame, and Marianne, the personification of the French Republic.

Embracing simplicity and elegance compared to the intricate designs and vibrant colors of the past, the 2024 Paris emblem adopts a more minimalist approach. Its clean lines and contemporary font reflect the city’s status as a leading city in art and design. This timeless emblem is designed to endure beyond the duration of the games, serving as a lasting symbol of Paris's Olympic legacy.

Visual Identity that Blends the Past and Present 

The organizing committee also revealed the broader visual identity for the Summer Games. Featuring a palette of blue, purple, gold, and pink, it evokes happiness, optimism, and celebration. The identity is tied together by the phrase "Sous les pavés, les Jeux" ("Under the paving stones, the Games"), a play on a historic French slogan. The paving stone, a simple square shape, symbolizes the foundation from which many structures can be built, reflecting the Games' versatility and creativity. The treatment within each element of the grid pays homage to the Art Deco style of the 1924 Paris Games.

Similarly, the event pictograms place sports at the forefront while embodying the lasting Parisian spirit. Unlike the 2020 Tokyo pictograms, this year’s icons feature graphic elements reminiscent of a coat of arms in place of people. Each crafted with a symmetrical axis, a ground depiction, and a representation of the sport. Meant to serve as a rallying cry to ignite pride in fans, this year's games are sure to deliver a memorable experience.

Our Audience: Empowering Participation

At L Street Collaborative, we believe in empowering our audience to be active participants in the conversation. Studies show that more than 60% of individuals feel a strong desire to engage with brands that align with their values and aspirations. By sharing our insights on the Summer 2024 Olympics branding, we aim to spark dialogue and inspire our audience to join us in celebrating creativity and innovation.

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