Designed by Dalton Maag, the handwritten bespoke typeface reflects the movement of athletes and Brazil’s geological and architectural landmarks. The font also exemplifies the Olympic and Paralympic brand pillars: harmonious diversity; the Olympic and Paralympic spirit; contagious energy; exuberant nature; and true engagement.
According to the IOC, “‘Harmonious Diversity’ is seen in the curves, as each one has a unique shape, but they work together as an integrated and unified set. The ‘Olympic Spirit’ and the ‘Paralympic Spirit’ are reflected in the fluidity of the lines, simulating the agility of the athletes’ movements. ‘Contagious Energy’ is also present in the character set, in the different height of the letters, and in the bold connections. ‘Exuberant Nature’ is present in the letters’ overall design, and finally ‘True Engagement’ is present in the creation process, which included the participation and involvement of several different teams of people.”
Disclaimer: Some images hosted on this blog have been collected from external research associates to be presented as stimulus to those seeking news from the cutting edge of packaging. The imagery is not being presented as our own and copyright still belongs to the owner/creator of said work.
No comments:
Post a Comment