Rio2007 Look

C A S E R I O 2 0 0 7

THE PAN AMERICAN GAMES WERE CREATED AS A CONTINENTAL VERSION OF THE OLYMPIC GAMES. THEY HAPPEN EVERY 4 YEARS SINCE 1951.

DURING THE 2007 EDITION, 5,500 ATHLETES FROM 42 DIFFERENT COUNTRIES IN THE AMERICAS COMPETED FOR THE GOLD MEDAL IN 41 DIFFERENT

SPORT MODALITIES. THE RIO 2007 EVENT GATHERED OVER 1 MILLION FANS AND WAS TRANSMITTED TO MORE THAN 150 COUNTRIES.

THE RIO 2007 BRAND WAS DESIGNED TO CONVEY THE SPONTANEITY, WARMTH AND FRIENDLINESS OF CARIOCAS (RIO DE JANEIRO NATIVES)

AS WELL AS THE MODERNITY OF SPORTS AND THE COLORS THAT REFLECT THE CITY’S EXUBERANT NATURAL BEAUTY. THE OLYMPIC VALUES

OF EQUALITY AND DIVERSITY WERE ALSO EXPRESSED THROUGHOUT THE CREATIVE PROCESS DUE TO THEIR RELEVANCE TO THE PROJECT.

THE IDENTITY OF THE XV PAN AMERICAN GAMES IS UNIFIED BY THESE KEY CREATIVE CONCEPTS. THEY ARE TRANSLATED INTO A DYNAMIC

VISUAL LANGUAGE THAT RENEWS ITSELF AND SURPRISES IN EACH EXPRESSION OF THE BRAND - CREATED TO PROPERLY COMMUNICATE ONE OF

THE MOST IMPORTANT SPORT EVENTS IN THE WORLD.

The Rio 2007 Pan and Parapan-American

Games Look and Feel Programme is

acknowledged even today, several

produc ts have appeared in major

national design exhibitions and it is often

used as an example by publications in

Brazil and internationally.

➝ Selected for the Exhibition

“Brazilian Design Today:

Frontiers” – São Paulo

Museum of Modern Art

[Brazil, 2009]

➝ Published in Identity

– Branding and Design

Journal [Russia, 2008]

➝ Published in the magazine

Design Gráfico, year 13,

nº 98 [Brazil, 2008]

➝ Published on the website

www.designbrasil.org.br

[Brazil, 2007]

➝ Parapan Brand

Selected for the 9th

Biennial of Graphic

Design [Brazil, 2009]

➝ Tocha Brand Rio 2007

Selected for the 9th

Biennial of Graphic

Design [Brazil, 2009]

➝ Rio 2007 Medals

Selected for the 9th

Biennial of Graphic

Design [Brazil, 2009]

➝ Rio 2007 Mascot

Selected for the 9th

Biennial of Graphic

Design [Brazil, 2009]

➝ Official Mascot

Poster Rio 2007

Selected for the 9th

Biennial of Graphic

Design [Brazil, 2009]

➝ Licensing Manual

Selected for the 8th

Biennial of Graphic

Design [Brazil, 2006]

➝ Official Poster Rio 2007

Selected for the 8th Biennial

of Graphic Design [Brazil,

2006] and published in

the book “Logo Design”

– Taschen [Germany, 2007]

➝ Rio 2007 Manuals

Published in the book

“Logo Design” - Taschen

[Germany, 2007]

➝ Rio 2007 Brand

Published in the book

“Logo Design” - Taschen

[Germany, 2007]

➝ Rio 2007 Pictograms

Published in the book

“Logo Design” - Taschen

[Germany, 2007]

R I O 2 0 0 7 B R A N D

The Rio 2007 logo has the movements and angles

of every sport, the boldness of flight and the

overcoming of challenges. It exalts team concept

and concentration on a particular objective.

The bird, a key element of the logo, is inspired

by cutouts of the Rio landscape and contains in

its outline the Sugar Loaf Mountain, one of the

postcard views of the city.

The repetition of this element in movement,

different colors, sizes and positions represents

equality in the gathering of the different cultures

of the Americas in fellowship and unity.

It has the congeniality and spontaneity of

the people of Rio, the delight of confetti and

the colors of nature during a Rio summer.

The lettering is urban and modern like the digital

language of stopwatches and scoreboards. Its

vertical design makes allusions to recording

time, to lanes, tracks and courts with the numbers

“2”, “0” and “0.” It is a way of giving weight to

the word “Rio” and highlighting the “7”, which

resembles a trophy.

The result has great impact. It joins a symbol

having a strong emotional charge with a rational/

technological lettering with the same dynamic

balance in which these two qualities must coexist

in sports today.

In addition to this, the Rio 2007 logo is beautiful

by nature, charismatic and makes a strong appeal

to brotherhood. It is as if Liberty has opened her

wings over Rio, soaring aloft for humanity to

celebrate a time of peace through sports.

P A R A P A N R I O 2 0 0 7 B R A N D

At the Rio 2007 Parapan American Games, above

all, each athlete is a star shining in their own light

– sometimes for a lifetime. While crossing tracks,

courts, and pools in an impressive performance,

these athletes are teaching us something:

that there is overcoming; that persistence is

worthwhile; that dreams can come true.

The Rio 2007 Parapan American Games logo

honors these stars with a symbol that is loved

by the masters of the Playful Art, like Miró, and

that takes the shape our imagination desires.

The Parapan is a complementary part of the Rio

2007 project, its logo bears all the conceptual

substance of the Rio 2007 logo: it represents the

city-headquarters and makes reference to sports

and the Olympic spirit. It has the same graphic

language and something more, different: the

special brightness of the Parapan Rio 2007 star.

1] RIO 2007 PAN AMERICAN GAMES

2] RIO 2007 PARAPAN AMERICAN GAMES

3] RIO 2007 PARAPAN AMERICAN GAMES CLUB

4] RIO 2007 PAN AMERICAN GAMES BUSINESS FAIR

5] RIO 2007 PAN AMERICAN GAMES MEDICAL MEETING

6] I AM RIO 2007

7] WORK FORCE RIO 2007

8] TORCH RIO 2007

9] RIO 2007 CALENDAR EVENT

10] RIO 2007 OFFICIAL LICENSED PRODUCT

B R A N D A R Q U I T E C T U R E

1 2

3

9 10

4 5 6 7 8

M A N U A L S

I N S T I T U T I O N A L M A T E R I A L S

I N S T I T U T I O N A L M A T E R I A L S

P U B L I C A T I O N S

E V E N T S

Various different types of events took place

throughout the four years of the Rio 2007

Project. There were many institutional and

promotional events surrounding the games, as

well as preparatory events and others designed

to become permanent after the conclusion of

the Rio 2007 Games.

The versatility of the Rio 2007 graphic elements

allowed every event to have its own brand identity

and environmental design in an integrated way

to strengthen the main Rio 2007 event.

E V E N T S

P R E P A R A T O R Y E V E N T S

The application of the Look’s graphic elements

to the Preparatory Events also established

awareness and a connection with the Rio 2007

event without taking away its surprise element.

Only three of the official five logo colors were

used in each event and applied in dif ferent

visual elements derived from the Rio 2007 bird

drawings – all of which would also be present as a

connecting element in the final Look of the Games.

This design solution permitted the creation of

many different Looks, all integrated with the

Rio 2007 Brand. It worked very well to convey

to the public the quality of the main event that

was still to happen.

E V E N T S

E V E N T S

R I O 2 0 0 7 P I C T O G R A M S

The creation of Rio 2007 Pictograms were inspired by the mosaics

that are present in Rio’s landscape and in the everyday lives of

Cariocas, beautifully decorating the sidewalks of Copacabana by

the sea, the stairs that go up to the neighborhood of Santa Teresa

and the glass work in churches.

The result was a series of mosaic pictograms integrated by the

main concepts used in the Rio 2007 Brand.

While the borders of each colored bird in the Rio 2007 Brand

form the shape of the Sugar Loaf Mountain against their white

background on the outside, in the Rio 2007 Pictograms this same

resource was applied reversely: the colored mosaic pieces outline

a white space representing athletes in movement.

This original solution permits the full representation of different

sports modalities [including the triathlon and the pentathlon], is

easy to understand and keeps the athlete’s performance in focus.

R I O 2 0 0 7 M A S C O T

The Rio 2007 Pan American Games Mascot had to look like Rio

de Janeiro with its exuberant, natural beauty.

The city is known in the world for the happiness, warmth, and

friendliness of its people. They adore the outdoors and applaud

the sunset at the end of each beautiful day: the sun is Rio and

Brazil’s trademark.

Since the Rio 2007 Brand already had five birds our research

pointed to a different direction to develop the mascot. We wanted

an innovative mascot, different from an animal and that could

interact with the Rio 2007 Brand.

The Sun, as a concept, was the solution and our inspiration

because it translates the same key concepts present in the Rio

2007 Brand. And the Rio 2007 birds love the sun.

The sun represents the athlete’s energy and pulse, the

encouragement and warmth of fans, the gold medal to be won.

It is a celebration of victory, embodies fire and the Olympic ideals

of equality and people coming together.

For the first time in the history, there was only one mascot for

the Pan American and Parapan American Games, bringing both

events together and exemplifying the Olympic values of equality

and diversity. In Rio 2007, the sun shined for all.

C A S E S T U D Y

➝ Two years of research on mascots across the world plus market

surveys among children and teenagers to find the perfect fit

for Rio.

➝ Launched July 13, together with a “name campaign”: three

name options offered for popular vote.

➝ Huge success: 1,226,563 people participated in the poll and

Cauê was selected as name of the Rio 2007 Mascot.

➝ From 13 July to 4 August 2006, popular vote via the Rio 2007

official website; electronic voting for 8 Brazilian cities; coupons

in 3 large national newspapers; voting by cell phone.

Cauê heated up the event by bringing affection to the experience

of the public and athletes. The sun is everybody’s friend and Cauê

brought people together to have fun, practice sports and vibrate

around him.

R I O 2 0 0 7 M A S C O T

R I O 2 0 0 7 M A S C O T

I N S T I T U T I O N A L P R O D U C T S W I T H M A S C O T A N D P I C T O G R A M S

+ =

R I O 2 0 0 7 M A S C O T P I C T O G R A M S

In the Rio 20 07 Mascot Pictograms Cauê

represents different sport modalities with his

energy, warmth and friendliness, bringing

special life to the series. The mascot interacts

with colored geometric forms that follow one

of the Rio 2007 Shapes, along with graphic

supporting elements and colors that facilitate

communication, complement the image and

action of athletes in the official pictograms,

creating a clear connection between them.

L I C E N S I N G

The Licensing Project for the Rio 2007 Games was initiated with

the development of Design Guidelines illustrated with product

examples and final arts for the creation of licensed products,

packaging and point of sale materials using the Rio 2007 Brand,

Mascot and Pictograms.

The result was a complete Licensing Manual that served as a

powerful selling tool for the Rio 2007 Games.

Following this first stage came the evaluation of all licensed

projects, including feedback proposing alternative design

solutions with the coordination of production of production and

design creation for all the Official Rio 2007 stores and points of

sale in alignment with the signage and Look of the Games.

L I C E N S I N G

L I C E N S I N G

L I C E N S I N G

L I C E N S I N G

L I C E N S I N G

R I O 2 0 0 7 T O R C H R E L A Y

The Torch Relay was one of the special projects

of the Games. The design of the Rio 2007 Torch

and its brand reflected the event’s visual identity

and brand elements such as transparency,

shapes and colors.

The Rio 2007 Torch Brand inspired a special color

pallet and a visual language that were applied

to uniforms, environmental design, promotional

materials etc. These items were all included in

a manual with final arts that enabled each one

of the 42 participant cities to produce their own

materials locally.

LA

RA

NJ

AA

ZU

L E

SC

UR

O

M A T I Z A Z U L

M A T I Z L A R A N J A

M A T I Z V E R D E

AM

AR

EL

OV

ER

DE

ES

CU

RO

VE

RD

E C

LA

RO

AZ

UL

CL

AR

O

L O O K O F T H E G A M E S

The objective of the Look of The Games project

is to “dress” all the venues in an integrated

way, creating a well signalized and festive

environment for the public and athletes.

We designed the Rio 2007 Look of the Games

using strong and well known Rio 2007 Brand

identity elements, including: shapes, landscapes

and the birds - all within a modular concept.

Every sport and non-sport venue (airports,

hotels etc) had a specific color and special items

that incorporated important Rio 2007 Brand

elements such as the event’s slogan, mascot and

pictograms.

More than 12,000 integrated items were made

for the Rio 2007 Look of the Games, decorating

over fifty venues and the entire city especially

for the event. Another highlight is that the entire

Look was designed to be easily adapted to the

Rio 2007 Parapan Games by simply exchanging

the brands. It was the first time in the history of

the Pan American Games that both events took

place in the same venues.

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S

L O O K O F T H E G A M E S - P A N A M E R I C A N V I L L A G E

L O O K O F T H E G A M E S - A I R P O R T

S I G N A G E

The signage project was designed to be very

functional and completely integrated to the Look

of the Games.

The entire project was developed in three

languages and we used pictograms to minimize

the use of text. The font used was Conduit,

also utilized in the entire project, because of

its excellent readability and applicability in

signage projects.

The color yellow (the best choice for signage

projects) was combined with the Rio 2007

Blue and applied to signs. And along with the

Rio 2007 landscapes and shapes, created a

perfect integration with the Look of the Games

in each venue.

L O O K O F T H E G A M E S - T I C K E T S

L O O K O F T H E G A M E S - T R A N S P O R T A T I O N V E H I C L E S

L O O K O F T H E G A M E S - P O D I U M

M E D A L S

The medal’s trapezoid shape is organic, with its

curves derived from the birds in the Rio 2007

brand. It is clean, simple and elegant.

The metal is surrounded by acrylic, a resistant

and durable material that is also an icon of

modernity. While the metal reflects the weight

and history of Olympic medals and is cold, the

acrylic embodies the lightness and transparency

of the Rio 2007 Games as well as the warmth and

friendliness of the Brazilians.

The result causes great impact, is beautiful and

balances the elements of technology and design.

A unique, original and intriguing object that is

full of personality.

W I N N I N G A N D P A R T I C I P A T I O N M E D A L S A N D T H E I R C A S E S

U N I F O R M A N D T R A Y T O D E L I V E R T H E M E D A L S

C E R T I F I C A T E S

C R E D E N T I A L S

C O M M E R C I A L P A R T N E R S A N D M E R C H A N D I S I N G

The commercial partnerships of the 2007 Pan American Games

involved the three levels of Brazilian government, official

sponsors, partners and suppliers.

An innovative design solution was developed in order to integrate

all commercial partners’ brands to the Look of the Games in an

esthetically pleasing way and without distracting the athletes.

This design solution was inspired by the Olympic values of

equality and harmony and differentiates the Rio 2007 Games from

previous Pan American Games. The brands had perfect visibility

without being overpowering.

M E R C H A N D I S I N G

C O N V E N I E N C E S T O R E S

The convenience stores were also decorated

and integrated to the Look of the Games

and signage project. This specific look also

incorporated the concessionaire’s brand

with all the necessary design applications

on uniforms, store environment design,

promotional pieces etc.