CASE RIO 2007THE 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 DIFFERENTSPORT MODALITIES. THE RIO 20 07 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 VALUESOF 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 DYNAMICVISUAL LANGUAGE THAT RENEWS ITSELF AND SURPRISES IN EACH EXPRESSION OF THE BRAND - CREATED TO PROPERLY COMMUNICATE ONE OFTHE MOST IMPORTANT SPORT EVENTS IN THE WORLD.
The Rio 2007 Pan and Parapan-American Games Look and Feel Programme is ac k nowledged even today, several p r o d u c t s h a ve a p p e a r e d in m a j o r national design exhibitions and it is often used as an example by publications in Brazil and internationally.➝ elected for the Exhibition S ➝ ublished on the website P ➝ io 2007 Medals R ➝ L icensing Manual ➝ io 2007 Brand R “Brazilian Design Today: www.designbrasil.org.br Selected for the 9 th Selected for the 8th Published in the book Frontiers” – São Paulo [Brazil, 2007] Biennial of Graphic Biennial of Graphic “Logo Design” - Taschen Museum of Modern Art Design [Brazil, 2009] Design [Brazil, 2006] [Germany, 2007] ➝ arapan Brand P [Brazil, 2009] Selected for the 9 th ➝ io 2007 Mascot R ➝ fficial Poster Rio 2007 O ➝ io 2007 Pictograms R➝ ublished in Identity P Biennial of Graphic Selected for the 9 th Selected for the 8 Biennial th Published in the book – Branding and Design Design [Brazil, 2009] Biennial of Graphic of Graphic Design [Brazil, “Logo Design” - Taschen Journal [Russia, 2008] Design [Brazil, 2009] 2006] and published in [Germany, 2007] ➝ ocha Brand Rio 2007 T the book “Logo Design”➝ ublished in the magazine P Selected for the 9 th ➝ fficial Mascot O – Taschen [Germany, 2007] Design Gráfico, year 13, Biennial of Graphic Poster Rio 2007 nº 98 [Brazil, 2008] Design [Brazil, 2009] Selected for the 9 th ➝ io 2007 Manuals R Biennial of Graphic Published in the book Design [Brazil, 2009] “Logo Design” - Taschen [Germany, 2007]
RIO 2007 BRANDThe Rio 2007 logo has the movements and angles language of stopwatches and scoreboards. Itsof every sport, the boldness of flight and the vertical design makes allusions to recordingovercoming of challenges. It exalts team concept time, to lanes, tracks and courts with the numbersand concentration on a par ticular objective. “2”, “0” and “0.” It is a way of giving weight toThe bird, a key element of the logo, is inspired the word “Rio” and highlighting the “7”, whichby cutouts of the Rio landscape and contains in resembles a trophy.its outline the Sugar Loaf Mountain, one of the The result has great impact. It joins a symbolpostcard views of the city. having a strong emotional charge with a rational/The repetition of this element in movement, technological lettering with the same dynamicdifferent colors, sizes and positions represents balance in which these two qualities must coexistequality in the gathering of the different cultures in sports today.of the Americas in fellowship and unity. In addition to this, the Rio 2007 logo is beautifulIt has the c ongenialit y and spontaneit y of by nature, charismatic and makes a strong appealthe people of Rio, the delight of confetti and to brotherhood. It is as if Liberty has opened herthe color s of nature during a Rio summer. wings over Rio, soaring aloft for humanity toThe lettering is urban and modern like the digital celebrate a time of peace through sports.
PA R A PA N R I O 2 0 0 7 B R A N DAt the Rio 2007 Parapan American Games, above by the masters of the Playful Art, like Miró, andall, each athlete is a star shining in their own light that takes the shape our imagination desires.– sometimes for a lifetime. While crossing tracks, The Parapan is a complementary part of the Riocourts, and pools in an impressive performance, 2007 project, its logo bears all the conceptualthese athletes are teaching us something: substance of the Rio 2007 logo: it represents thethat there is overcoming; that persistence is city-headquarters and makes reference to sportsworthwhile; that dreams can come true. and the Olympic spirit. It has the same graphicThe Rio 2007 Parapan American Games logo language and something more, different: thehonors these stars with a symbol that is loved special brightness of the Parapan Rio 2007 star.
BRAND ARQUITECTURE 1 2 3 4 5 6 7 8 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 9 10 10] Rio 2007 Official Licensed Product
EVENTSVarious dif ferent types of events took placethroughout the four year s of the Rio 20 07Project. There were many institutional andpromotional events surrounding the games, aswell as preparatory events and others designedto become permanent after the conclusion ofthe Rio 2007 Games.The versatility of the Rio 2007 graphic elementsallowed every event to have its own brand identityand environmental design in an integrated wayto strengthen the main Rio 2007 event.
P R E PA R AT O R Y E V E N T SThe application of the Look’s graphic elementsto the Preparatory Events also establishedawareness and a connection with the Rio 2007event without taking away its surprise element.Only three of the official five logo colors wereused in each event and applied in dif ferentvisual elements derived from the Rio 2007 birddrawings – all of which would also be present as aconnecting element in the final Look of the Games.This design solution permitted the creation ofmany different Looks, all integrated with theRio 2007 Brand. It worked very well to conveyto the public the quality of the main event thatwas still to happen.EVENTS
RIO 2007 PICTOGRAMSThe creation of Rio 2007 Pictograms were inspired by the mosaicsthat are present in Rio’s landscape and in the everyday lives ofCariocas, beautifully decorating the sidewalks of Copacabana bythe sea, the stairs that go up to the neighborhood of Santa Teresaand the glass work in churches.The result was a series of mosaic pictograms integrated by themain concepts used in the Rio 2007 Brand.While the borders of each colored bird in the Rio 2007 Brandform the shape of the Sugar Loaf Mountain against their whitebackground on the outside, in the Rio 2007 Pictograms this sameresource was applied reversely: the colored mosaic pieces outlinea white space representing athletes in movement.This original solution permits the full representation of differentsports modalities [including the triathlon and the pentathlon], iseasy to understand and keeps the athlete’s performance in focus.
RIO 2007 MASCOTThe Rio 2007 Pan American Games Mascot had to look like Riode Janeiro with its exuberant, natural beauty.The city is known in the world for the happiness, warmth, andfriendliness of its people. They adore the outdoors and applaudthe sunset at the end of each beautiful day: the sun is Rio andBrazil’s trademark.Since the Rio 2007 Brand already had five birds our researchpointed to a different direction to develop the mascot. We wantedan innovative mascot, different from an animal and that couldinteract with the Rio 2007 Brand.The Sun, as a concept, was the solution and our inspirationbecause it translates the same key concepts present in the Rio2007 Brand. And the Rio 2007 birds love the sun.T h e s un r e p r e s e n t s t h e a t hle t e ’s e n e r g y an d p ul s e, t h eencouragement and warmth of fans, the gold medal to be won.It is a celebration of victory, embodies fire and the Olympic idealsof equality and people coming together.For the first time in the history, there was only one mascot forthe Pan American and Parapan American Games, bringing bothevents together and exemplifying the Olympic values of equalityand diversity. In Rio 2007, the sun shined for all.
case study➝ wo years of research on mascots across the world plus market T surveys among children and teenagers to find the perfect fit for Rio.➝ aunched July 13, together with a “name campaign”: three L name options offered for popular vote.➝ uge success: 1,226,563 people participated in the poll and H Cauê was selected as name of the Rio 2007 Mascot.➝ rom 13 July to 4 August 2006, popular vote via the Rio 2007 F 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 experienceof the public and athletes. The sun is everybody’s friend and Cauêbrought people together to have fun, practice sports and vibratearound him.RIO 2007 MASCOT
INSTITUTIONAL PRODUCTS WITH MASCOT AND PICTOGRAMS
+ = RIO 2007 MASCOT PICTOGRAMS 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 20 07 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.
LICENSINGThe Licensing Project for the Rio 2007 Games was initiated withthe development of Design Guidelines illustrated with productexamples 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 apowerful selling tool for the Rio 2007 Games.Following this first stage came the evaluation of all licensedprojects, including feedback proposing alternative designsolutions with the coordination of production of production anddesign creation for all the Official Rio 2007 stores and points ofsale in alignment with the signage and Look of the Games.
R I O 2 0 0 7 T O R C H R E L AYThe Torch Relay was one of the special projectsof the Games. The design of the Rio 2007 Torchand its brand reflected the event’s visual identityand brand elements such as transparency,shapes and colors.The Rio 2007 Torch Brand inspired a special colorpallet and a visual language that were appliedto uniforms, environmental design, promotionalmaterials etc. These items were all included ina manual with final arts that enabled each oneof the 42 participant cities to produce their ownmaterials locally.
LOOK OF THE GAMESThe objective of the Look of The Games project AMARELOis to “dress” all the venues in an integratedway, creating a well signalized and festiveenvironment for the public and athletes. MATIZ LARANJAWe designed the Rio 2007 Look of the Games LARANJAusing strong and well known Rio 2007 Brandidentity elements, including: shapes, landscapesand the birds - all within a modular concept.Every sport and non-sport venue (airports, VERDE CLAROhotels etc) had a specific color and special itemsthat incorporated important Rio 2007 Brandelements such as the event’s slogan, mascot andpictograms. MATIZ VERDE VERDE ESCUROMore than 12,000 integrated items were madefor the Rio 2007 Look of the Games, decoratingover fifty venues and the entire city especiallyfor the event. Another highlight is that the entireLook was designed to be easily adapted to theRio 2007 Parapan Games by simply exchanging AZUL CLAROthe brands. It was the first time in the history ofthe Pan American Games that both events tookplace in the same venues. MATIZ AZUL AZUL ESCURO
SIGNAGEThe signage project was designed to be veryfunctional and completely integrated to the Lookof the Games.The entire projec t was developed in threelanguages and we used pictograms to minimizethe use of tex t. The font used was Conduit,also utilized in the entire project, because ofits excellent readabilit y and applicabilit y insignage projects.The color yellow (the best choice for signageprojec t s ) was combined with the Rio 20 07Blue and applied to signs. And along with theRio 2007 landscapes and shapes, created aperfect integration with the Look of the Gamesin each venue.
MEDALSThe medal’s trapezoid shape is organic, with itscurves derived from the birds in the Rio 2007brand. It is clean, simple and elegant.The metal is surrounded by acrylic, a resistantand durable material that is also an icon ofmodernity. While the metal reflects the weightand history of Olympic medals and is cold, theacrylic embodies the lightness and transparencyof the Rio 2007 Games as well as the warmth andfriendliness of the Brazilians.The result causes great impact, is beautiful andbalances the elements of technology and design.A unique, original and intriguing object that isfull of personality.
W I N N I N G A N D PA R T I C I PAT 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 AY T O D E L I V E R T H E M E D A L S
C O M M E R C I A L partnersand merchandisingThe commercial partnerships of the 2007 Pan American Gamesinvolved the three levels of Brazilian government, officialsponsors, partners and suppliers.An innovative design solution was developed in order to integrateall commercial partners’ brands to the Look of the Games in anesthetically pleasing way and without distracting the athletes.This design solution was inspired by the Olympic values ofequality and harmony and differentiates the Rio 2007 Games fromprevious Pan American Games. The brands had perfect visibilitywithout being overpowering.
CONVENIENCE STORESThe convenience stores were also decoratedand integrated to the Look of the Gamesand signage project. This specific look alsoincorporated the concessionaire’s brandwith all the necessary design applicationso n u n i f o r m s , s t o r e e nv i r o n m e n t d e s i g n ,promotional pieces etc.