GENEVA: In a bid to bring the Olympic brand and its guiding principles to life, the International Olympic Committee (IOC) revealed its first visual identity on Wednesday.

The  IOC stated in a media release that this new visual system has been developed to support the Olympic brand's key principles and to improve uniformity, recognition, and impact across all IOC platforms, communications, and publications.

According to the press release, "The IOC recognised the need to develop a complete fundamental brand, tailored for use across all mediums and channels."

By the Olympic Games in Paris in 2024, the comprehensive brand deployment is anticipated to be finished.
The five Olympic rings, which were created by Pierre de Coubertin in 1913 and represent the modern Olympics, are well-known. However, the most recent development aims to carry the games' legacy into the twenty-first century.

May Guerraoui, Head of Brand Management at the IOC, said  that the "evolution brand" "pushes further the Olympic brand identity through a lively extended palette based on the Olympic colours, inspirational imagery and tailor-made typography." It's about using a fresh design system to emotively convey the brand principles. The new design system was developed by the Canadian agency Hulse & Durrell in collaboration with a group of artists, typographers, and designers from around the world. It includes three unique typefaces, a number of graphic elements, 17 illustrations, and a set of instructions for implementing the identity.

Every component, for use across publications, digital, environment design, and more, has been created to reflect the Olympic brand's optimistic, universal, inclusive, lively, and forward-thinking attributes, according to an IOC announcement.

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