The Olympics are a dream for sportspeople, the perfect realisation of the idea that sees sport and competition as a great continuous epic tale, and athletes as the heroes, with all the typical characteristics of myth. For these reasons perhaps, as well as for the symbolism linked to ancient Greece, the Olympics have always maintained a strong link with the past also from a visual identity point of view, now modified for the first time thanks to the rebranding project by the graphic studio Hulse & Durrell.
For the first time since 1896, the International Olympic Committee (IOC) has revamped its coordinated image, with work on the typographic component and illustrations, designed to improve the online and social communication of an identity that until now had been designed more for print.
For the rebranding, the IOC involved three international artists – Julien Hébert, Abbey Lossing and Karan Sing – who created digital illustrations and hand-drawn designs depicting the climate of the Summer and Winter Olympic Games.
On the more technical side, three new typefaces were introduced, called Olympic Headline, Olympic Sans and Olympic Serif, as well as new variants of the logos, better suited to be flexibly integrated into online graphics on different platforms.
The colours could only remain those of the famous five circles, primary, essential but a dream symbol of the greatest sporting competition.