Creating the Rio 2016 Logo

It's def. not the worst Olympic logo i've ever seen, i kinda like how it breaks away from what you expect from an Olympic logo.

I hated that logo at first but it went nicely with everything else. Not many designers can design a logo that is versatile enough to be broken down and spread across all types of media.

I think a lot of designers focus way too much on how "cool" something looks and not message. The message is the forefront of any brand campaign, not the logo. For something that was meant to target a younger generation, i think it works.

There's a reason these agencies are being paid thousands if not millions for their work, and it def. isn't for being out of touch lol.

Incredible video, I wish this was longer to show more of the process.

I loved the logo before seeing this video, now I'm even more amazed at the philosophy behind it. Most definitely one of my favorite branding projects in the last few years.

I read that Wolff Olins got paid roughly $600,000 for that logo. And it's one of the worst logos I've ever seen -- the Olins firm has a habit of over-conceptulizing; they end up focusing more on hidden meanings and symbology and forget about making an actually good design. They're also behind the recent AOL rebranding campaign, which was a mess too.

But that's the kind of money that gets tossed around when you're designing identities for grand scale international events like the Olympics.

If the London 2012 brand is worth $600K, the creatives behind Rio 2016 deserve at the very LEAST $1,000,000!