Why Olympics Branding Is Such a Challenge

Work & Co’s founding partner breaks it down

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In October, Paris 2024 unveiled the branding for its Olympic and Paralympic Games. The logo paid homage to Marianne, France’s national symbol, and used some visual trickery to vacillate between a flame and feminine features. Adweek asked designers to weigh in with their thoughts, and sentiment was largely negative.

But designing a logo for a global event like the Olympics is nothing short of daunting. There are tons of stakeholders to appease while still working to maintain the integrity of the design.

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