We wave goodbye to the spectacular past two weeks of the London Olympics and hand over the Olympic flag to Rio De Janeiro. In sight of this, we see the emergence of the identity created by Brazilian design group Tátil Design.
“Imagine a brand born with a huge challenge: to represent the Passion and Transformation of a city and an entire country, and project these values to the rest of the world.
A brand that must express unity. Inspire achievement and optimism. Avoid clichés and present Rio de Janeiro as the site of the largest sporting event in the world — to its very own Cariocas, and to athletes and people around the world.
This important and much coveted project united 138 Brazilian design and branding companies around a shared dream: to design the brand that would become part of our city’s history and of the history of the Olympic Games.
That was the beginning of the project that granted Tátil the pleasure and privilege of creating the brand for the Rio 2016 Olympic Games.
THE TÁTIL WAY OF BUILDING A BRAND
By using design and branding as powerful tools, Tátil designs ideas that connect people and brands in a sustainable fashion, creating memorable experiences.
Tátil believes that in order to maintain sustainable relationships with its target audiences, brands need to take social responsibility and contribute to the transformation of our current scenario.
More than design, more than form, each brand must have a soul and a purpose.
We work as a multidisciplinary creative team, combining innovation with in-depth research, to ensure that we reveal the goal behind each brand.
A vision of the future, reflected in a series of daily guidelines and practices, serves to strengthen the brand’s presence in people’s lives and its commitment to transforming the present, thus generating value for all people.
THE CREATIVE PROCESS
This thought process guided us throughout the creative process.
We brought together a multidisciplinary team in Rio de Janeiro and São Paulo.
We researched the universe of the brand and its previous incarnations, as well as other competitions and international events.
We wanted to truly understand the underlying structures behind Passion, Transformation and the Cariocas.
We created several Rio 2016 planets and pollinated each one with multiple references, concepts, trends and articles.
We conducted brainstorming sessions to discover its essence, its purpose and explore how to create relevant expressions and experiences.
More than 40 people, including strategists, designers and editors, participated in the process.
The team exchanged the best references and further developed these collectively.
The final brand was the result of a truly collaborative effort.”