At the heart of the brand identity is our deeply customized Paris typography. The letterforms take inspiration from the contrast of old and new in Parisian art and design — from the classics housed in The Louvre to the vibrant graffiti of Paris streets.

The result is tailored typography and custom lettering that brings sophistication and elegance to the word mark. The letters also convey a sense of dynamism and energy that reflects the Olympic Athletes' movement: considered, fluid and seemingly effortless.

Negative space within the mark container is made from circles in a visual nod to the Olympic rings and the city's grid system. The brand design was further informed by Parisian design features, including a view of the Eiffel Tower from below and the wrought iron curvature typical of Art Nouveau architecture and industrial design.

Our ultimate goal was to package all of these elements into a cohesive whole that connects the historic and cultural importance of both Paris and the games with athletic forms.