The Rio 2007 Pan and Parapan American Games branding project sought to convey the spontaneity and warmth of Rio de Janeiro through its visual identity. Over 5,500 athletes from 42 countries competed in 41 sports at the Games, which were broadcast to over 150 countries and drew over 1 million spectators. The branding incorporated elements representing Rio like landscapes and birds to create a unified visual language for promoting the Games.

2. CASE RIO 2007
THE 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 DIFFERENT
SPORT 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 VALUES
OF 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 DYNAMIC
VISUAL LANGUAGE THAT RENEWS ITSELF AND SURPRISES IN EACH EXPRESSION OF THE BRAND - CREATED TO PROPERLY COMMUNICATE ONE OF
THE MOST IMPORTANT SPORT EVENTS IN THE WORLD.

3. 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
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“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
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[Brazil, 2009]
Selected for the 9 th ➝ io 2007 Mascot
R ➝ fficial Poster Rio 2007
O ➝ io 2007 Pictograms
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➝ 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
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the book “Logo Design”
➝ ublished in the magazine
P Selected for the 9 th ➝ fficial Mascot
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– 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
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Biennial of Graphic Published in the book
Design [Brazil, 2009] “Logo Design” - Taschen
[Germany, 2007]

4. RIO 2007 BRAND
The Rio 2007 logo has the movements and angles language of stopwatches and scoreboards. Its
of every sport, the boldness of flight and the vertical design makes allusions to recording
overcoming of challenges. It exalts team concept time, to lanes, tracks and courts with the numbers
and concentration on a par ticular objective. “2”, “0” and “0.” It is a way of giving weight to
The bird, a key element of the logo, is inspired the word “Rio” and highlighting the “7”, which
by 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 symbol
postcard views of the city.
having a strong emotional charge with a rational/
The repetition of this element in movement, technological lettering with the same dynamic
different colors, sizes and positions represents balance in which these two qualities must coexist
equality 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 beautiful
It has the c ongenialit y and spontaneit y of by nature, charismatic and makes a strong appeal
the people of Rio, the delight of confetti and to brotherhood. It is as if Liberty has opened her
the color s of nature during a Rio summer. wings over Rio, soaring aloft for humanity to
The lettering is urban and modern like the digital celebrate a time of peace through sports.

5. PA R A PA N R I O 2 0 0 7 B R A N D
At the Rio 2007 Parapan American Games, above by the masters of the Playful Art, like Miró, and
all, 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 Rio
courts, and pools in an impressive performance,
2007 project, its logo bears all the conceptual
these athletes are teaching us something:
substance of the Rio 2007 logo: it represents the
that there is overcoming; that persistence is
city-headquarters and makes reference to sports
worthwhile; that dreams can come true.
and the Olympic spirit. It has the same graphic
The Rio 2007 Parapan American Games logo language and something more, different: the
honors these stars with a symbol that is loved special brightness of the Parapan Rio 2007 star.

6. 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

7. MANUALS

8. I N S T I T U T I O N A L M AT E R I A L S

9. I N S T I T U T I O N A L M AT E R I A L S

10. P U B L I C AT I O N S

11. EVENTS
Various dif ferent types of events took place
throughout the four year s of the Rio 20 07
Project. There were many institutional and
promotional events surrounding the games, as
well as preparatory events and others designed
to become permanent after the conclusion of
the Rio 2007 Games.
The versatility of the Rio 2007 graphic elements
allowed every event to have its own brand identity
and environmental design in an integrated way
to strengthen the main Rio 2007 event.

12. EVENTS

13. P R E PA R AT O R Y E V E N T S
The application of the Look’s graphic elements
to the Preparatory Events also established
awareness and a connection with the Rio 2007
event without taking away its surprise element.
Only three of the official five logo colors were
used in each event and applied in dif ferent
visual elements derived from the Rio 2007 bird
drawings – all of which would also be present as a
connecting element in the final Look of the Games.
This design solution permitted the creation of
many different Looks, all integrated with the
Rio 2007 Brand. It worked very well to convey
to the public the quality of the main event that
was still to happen.
EVENTS

14. EVENTS

15. RIO 2007 PICTOGRAMS
The creation of Rio 2007 Pictograms were inspired by the mosaics
that are present in Rio’s landscape and in the everyday lives of
Cariocas, beautifully decorating the sidewalks of Copacabana by
the sea, the stairs that go up to the neighborhood of Santa Teresa
and the glass work in churches.
The result was a series of mosaic pictograms integrated by the
main concepts used in the Rio 2007 Brand.
While the borders of each colored bird in the Rio 2007 Brand
form the shape of the Sugar Loaf Mountain against their white
background on the outside, in the Rio 2007 Pictograms this same
resource was applied reversely: the colored mosaic pieces outline
a white space representing athletes in movement.
This original solution permits the full representation of different
sports modalities [including the triathlon and the pentathlon], is
easy to understand and keeps the athlete’s performance in focus.

16. RIO 2007 MASCOT
The Rio 2007 Pan American Games Mascot had to look like Rio
de Janeiro with its exuberant, natural beauty.
The city is known in the world for the happiness, warmth, and
friendliness of its people. They adore the outdoors and applaud
the sunset at the end of each beautiful day: the sun is Rio and
Brazil’s trademark.
Since the Rio 2007 Brand already had five birds our research
pointed to a different direction to develop the mascot. We wanted
an innovative mascot, different from an animal and that could
interact with the Rio 2007 Brand.
The Sun, as a concept, was the solution and our inspiration
because it translates the same key concepts present in the Rio
2007 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 e
encouragement and warmth of fans, the gold medal to be won.
It is a celebration of victory, embodies fire and the Olympic ideals
of equality and people coming together.
For the first time in the history, there was only one mascot for
the Pan American and Parapan American Games, bringing both
events together and exemplifying the Olympic values of equality
and diversity. In Rio 2007, the sun shined for all.

17. 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 experience
of the public and athletes. The sun is everybody’s friend and Cauê
brought people together to have fun, practice sports and vibrate
around him.
RIO 2007 MASCOT

18. RIO 2007 MASCOT

19. INSTITUTIONAL PRODUCTS WITH MASCOT AND PICTOGRAMS

20. + =
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.

21. LICENSING
The Licensing Project for the Rio 2007 Games was initiated with
the development of Design Guidelines illustrated with product
examples 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 a
powerful selling tool for the Rio 2007 Games.
Following this first stage came the evaluation of all licensed
projects, including feedback proposing alternative design
solutions with the coordination of production of production and
design creation for all the Official Rio 2007 stores and points of
sale in alignment with the signage and Look of the Games.

22. LICENSING

23. LICENSING

24. LICENSING

25. LICENSING

26. LICENSING

27. R I O 2 0 0 7 T O R C H R E L AY
The Torch Relay was one of the special projects
of the Games. The design of the Rio 2007 Torch
and its brand reflected the event’s visual identity
and brand elements such as transparency,
shapes and colors.
The Rio 2007 Torch Brand inspired a special color
pallet and a visual language that were applied
to uniforms, environmental design, promotional
materials etc. These items were all included in
a manual with final arts that enabled each one
of the 42 participant cities to produce their own
materials locally.

28. LOOK OF THE GAMES
The objective of the Look of The Games project
AMARELO
is to “dress” all the venues in an integrated
way, creating a well signalized and festive
environment for the public and athletes. MATIZ LARANJA
We designed the Rio 2007 Look of the Games
LARANJA
using strong and well known Rio 2007 Brand
identity elements, including: shapes, landscapes
and the birds - all within a modular concept.
Every sport and non-sport venue (airports,
VERDE CLARO
hotels etc) had a specific color and special items
that incorporated important Rio 2007 Brand
elements such as the event’s slogan, mascot and
pictograms. MATIZ VERDE
VERDE ESCURO
More than 12,000 integrated items were made
for the Rio 2007 Look of the Games, decorating
over fifty venues and the entire city especially
for the event. Another highlight is that the entire
Look was designed to be easily adapted to the
Rio 2007 Parapan Games by simply exchanging
AZUL CLARO
the brands. It was the first time in the history of
the Pan American Games that both events took
place in the same venues.
MATIZ AZUL
AZUL ESCURO

29. LOOK OF THE GAMES

30. LOOK OF THE GAMES

31. LOOK OF THE GAMES

32. LOOK OF THE GAMES

33. LOOK OF THE GAMES

34. LOOK OF THE GAMES

35. LOOK OF THE GAMES

36. L O O K O F T H E G A M E S - PA N A M E R I C A N V I L L A G E

37. LOOK OF THE GAMES - AIRPORT

38. SIGNAGE
The signage project was designed to be very
functional and completely integrated to the Look
of the Games.
The entire projec t was developed in three
languages and we used pictograms to minimize
the use of tex t. The font used was Conduit,
also utilized in the entire project, because of
its excellent readabilit y and applicabilit y in
signage projects.
The color yellow (the best choice for signage
projec t s ) was combined with the Rio 20 07
Blue and applied to signs. And along with the
Rio 2007 landscapes and shapes, created a
perfect integration with the Look of the Games
in each venue.

39. LOOK OF THE GAMES - TICKETS

40. L O O K O F T H E G A M E S - T R A N S P O R TAT I O N V E H I C L E S

41. LOOK OF THE GAMES - PODIUM

42. MEDALS
The medal’s trapezoid shape is organic, with its
curves derived from the birds in the Rio 2007
brand. It is clean, simple and elegant.
The metal is surrounded by acrylic, a resistant
and durable material that is also an icon of
modernity. While the metal reflects the weight
and history of Olympic medals and is cold, the
acrylic embodies the lightness and transparency
of the Rio 2007 Games as well as the warmth and
friendliness of the Brazilians.
The result causes great impact, is beautiful and
balances the elements of technology and design.
A unique, original and intriguing object that is
full of personality.

43. 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

44. 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

45. C E R T I F I C AT E S

46. CREDENTIALS

47. C O M M E R C I A L partners
and merchandising
The commercial partnerships of the 2007 Pan American Games
involved the three levels of Brazilian government, official
sponsors, partners and suppliers.
An innovative design solution was developed in order to integrate
all commercial partners’ brands to the Look of the Games in an
esthetically pleasing way and without distracting the athletes.
This design solution was inspired by the Olympic values of
equality and harmony and differentiates the Rio 2007 Games from
previous Pan American Games. The brands had perfect visibility
without being overpowering.

48. MERCHANDISING

49. CONVENIENCE STORES
The convenience stores were also decorated
and integrated to the Look of the Games
and signage project. This specific look also
incorporated the concessionaire’s brand
with all the necessary design applications
o 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.