Learning from London's Mistakes, Rio Designs 'Fast and Fluid' Font for 2016 Games

The London Olympics raised eyebrows and graphic designers’ hackles with its craggy, hot pink, seizure-inducing logo monstrosity, more evocative of Jem and the Holograms than global togetherness. Rio is eschewing the truly outrageous route with a smooth and snappy visual identity helmed by Beth Lula, branding director of the Rio 2016 Olympic and Paralympic Games Organizing Committee. The colorful, undulating Rio 2016 Olympic logo (see video below), unveiled last year, was created by Rio design agency Tátil