We started with a deep dive into the Paralympic universe to design the strategic tools that guided the project. We talked to the athletes, their families and the people who worked directly with them. We noticed, above all, that the energy with which they spoke about their trajectories was contagious and inspiring, showing an incomparable ability to overcome. From this idea, the first insights emerged.
We started with a deep dive into the Paralympic universe to design the strategic tools that guided the project. We talked to the athletes, their families and the people who worked directly with them. We noticed, above all, that the energy with which they spoke about their trajectories was contagious and inspiring, showing an incomparable ability to overcome. From this idea, the first insights emerged.
Instead of talking about performance, we set out in search of a symbol that reflected the infinite energy of overcoming and that, at the same time, had immediate, intuitive recognition, inspiring people. An icon capable of bringing together universal codes with positive associations around the world and thus celebrating the principles of universal design.
Instead of talking about performance, we set out in search of a symbol that reflected the infinite energy of overcoming and that, at the same time, had immediate, intuitive recognition, inspiring people. An icon capable of bringing together universal codes with positive associations around the world and thus celebrating the principles of universal design.
Synthesis of the contagious energy of a transformative event, the Rio 2016 Paralympic Games Brand is a spiral capable of exciting and mobilizing. A three-dimensional representation of the determination inherent to the Paralympic spirit. A heart that beats with infinite energy, which humanizes us and brings us closer, reinforcing the perception that inside we are all the same.
Synthesis of the contagious energy of a transformative event, the Rio 2016 Paralympic Games Brand is a spiral capable of exciting and mobilizing. A three-dimensional representation of the determination inherent to the Paralympic spirit. A heart that beats with infinite energy, which humanizes us and brings us closer, reinforcing the perception that inside we are all the same.
A multisensory brand, with shapes, sound and textures that allow athletes and people with all variations of senses to experience it.
A multisensory brand, with shapes, sound and textures that allow athletes and people with all variations of senses to experience it.