Giving the Olympics a face: the biggest game in branding

Branding may not be one of the Olympic sports, but creating a brand identity for the biggest sporting event on the planet is certainly a Herculean task. The branding for host cities should resonate with billions, transcend cultural boundaries, and withstand the scrutiny of the world stage. Any designer would break a sweat. 

But there are certainly some great examples of branding that came out of the modern Olympics, that also tell a tale about how branding has changed over time, what influenced it—and what impact it can make. Let the games begin.

Igniting the flame of the Modern Olympics

The modern Olympic Games were revived in 1896 by Pierre de Coubertin. He brought sport to education in France, and the Olympics back to life. In terms of branding, the Games were different back then: it was much more about national flags and symbols at the venues—pretty straightforward stuff. 

But Coubertin had a bigger vision and in 1913, he himself designed the Olympic rings. An iconic symbol was born, a symbol illustrating global unity and sportsmanship. 

The rings made their first appearance at the Antwerp Games in 1920, and have been an indispensable part of the games ever since—but the branding story doesn't stop there. 

A logo for one city and the world

High jumpers in the Olympics jump 0.39 metres higher than they did 100 years ago. Usain Bolt would have defeated the winner of the men's 100 metres in 1900 by nearly 2 seconds. And the branding experts have stepped up their game as well.

When the Olympics grew, so did its branding game. The 1924 Paris Summer Olympics had a poster by Jean Droit, which is often considered one of the earliest examples of promotional artwork. 

But it wasn't until Tokyo 1964, that having a distinctive official emblem for each venue was established. Tokyo sprinted ahead with a minimalist yet distinct emblem that set the gold standard and was followed by iconic logos like Mexico 1968, Munich 1972, and Montreal 1976. 

From that moment on, Olympic logos did more than just help in identification—they were cultural statements, badges of honour that reflected the host city's pride. They told stories. 

Ever since, we've seen emblems and logos trying to balance it all; heritage with innovation, unity, inclusivity and excellence in sportsmanship. Some do great at that, others are a bit more questionable. But they all teach us something: these logos and emblems are not just fancy graphics, they evoke strong emotions, good and bad, especially in an international audience. 

Inventing an international language through pictograms

Speaking of international audience: how are you going to communicate the same thing to everyone between Brazil and Bangladesh, without having to localise every single element? Through pictures. In the scenario of the Olympics, a picture shouldn't just be worth a thousand words, it should also cover 200 languages, give or take.

Again, Tokyo 1964 pioneered by introducing standardised pictograms for each sport. These pictograms focused on simplicity and clarity and became a global standard for communicating Olympic events visually. Everyone, regardless of language, could understand them.

After that, pictograms became an essential part of Olympic branding and each host city adapted the style and design putting its own spin on these symbols, resulting in sometimes varying levels of clarity. 

In the early 1980s, the International Olympic Committee (IOC) standardized the design and guidelines for Olympic pictograms to ensure consistency and universally understandable visual communication, regardless of the host country's language or culture.

Are Olympic mascots diplomats, or just cute?

Then came the mascots. The Munich 1972 Games introduced Waldi the Dachshund, the first official Olympic mascot created by the design team led by Otl Aicher—in fact, Waldi was created by a female designer named Elena Winscherman.

Technically, there was another ‘character’ named Schuss before that, who does cover all the criteria of a mascot. He was created in a hurry and overnight for the Grenoble Games in 1968—a weird-looking head with one zig-zag-shaped foot on a ski. We'll let you see for yourself.

But, let's go back to Waldi. Dachshunds, very popular in Bavaria, are known for their endurance, tenacity and agility. And not unimportantly, their funny-looking bodies. This wasn't a coincidence: Waldi was part of a well-thought-out colourful and playful visual identity, that aimed to promote inclusivity and modernity while carefully avoiding associations with the controversial 1936 Berlin Games, which were awarded to Germany before the Nazis rose to power, but ultimately exploited to showcase Hitler's regime. 

The friendly sausage dog became an instant success and paved the way for many beloved Olympic mascots to follow. Nowadays, fans (and trolls alike) eagerly await the reveal to see how a mascot will be portrayed, and truth be told, hitting the mark for every age group and culture isn't easy. One misstep, and it's trending for all the wrong reasons. 

Going digital: how the game changed

The digital age changed the scale and influence of the games even more. 

The Sydney 2000 Games were the first to use official websites for real-time results, athlete profiles, and event schedules. London 2012 took it up a notch with social media platforms like Facebook, Twitter, and YouTube, which created a sense of community and interaction, but also meant they had to tread carefully. Rio 2016 expanded digital integration with mobile apps for personalised schedules and live streaming. Tokyo 2020 (partly in response to the challenges posed by the COVID-19 pandemic) set new standards with 5G connectivity, augmented reality experiences, and virtual reality broadcasts. 

Paris 2024 plans to push the envelope and redefine how audiences worldwide participate in and experience the Olympic Games with enhanced digital platforms, interactive fan experiences, immersive storytelling on social media platforms and sustainability-focused initiatives. 

Host cities and Olympic ideals

The Olympics stand for some big values—like unity, diversity, inclusivity, and sustainability. And each host city had their own approach or focus for this.

Munich’s universal design sytem aimed to create a welcoming environment that embraced inclusivity and unity. Sydney celebrated Australia's Indigenous culture, integrating Aboriginal motifs and artworks into the design elements, while London highlighted the diversity of the UK through a dynamic visual identity, resonating with a global audience.

This year, Paris is setting new benchmarks in environmental responsibility and legacy-building. These Games aim to achieve carbon neutrality, repurpose venues for community use, and integrate sustainable practices into city planning. 

Passing the torch to future generations

Reflecting on the evolution of Olympic branding, it's been quite a ride! Crafting a brand for something as globally iconic as the Olympics is both a dream come true and a massive challenge. You've got to make it crystal clear and universally understood—no small feat!

It's not just about sports or aesthetics. It's about leaving a legacy that matters, bringing people together, and making a difference, especially in times when the world needs it most.

Images sourced from IOC

Header image: created with midjourney