2016 Summer Olympics marketing

2016 Summer Olympics marketing was a long running campaign that began when Rio won its bid to host the games in 2009.



The official emblem for the 2016 Summer Olympics was designed by the Brazilian agency Tatíl Design and unveiled on 31 December 2010, winning in a competition against 139 agencies.[1] The logo represents three figures joined at their arms and feet, with the overall shape reflecting that of Sugarloaf Mountain. The emblem was also designed to have a three-dimensional form, which designer Fred Gelli claimed made it the "first 3D logo in the history of the Olympics."[2]

The logo has been noted as evoking Henri Matisse's painting Dance. There were also allegations by the Colorado-based Telluride Foundation that the logo had been plagiarised from its own. While also consisting of several figures linked in motion, the Telluride Foundation logo contains four figures. This is not the first time that the foundation had alleged plagiarism of its logo by a Brazilian event; in 2004, the linked figures element had been copied for the logo of Carnival celebrations in Salvador. Gelli defended the allegations, stating that the concept of figures linked in embrace was not inherently original as it was "an ancient reference" and "in the collective unconscious". Gelli cited Dance as an influence of the logo's concept, and stated that the designers had intentionally aimed to make the interpretation of the concept as dissimilar to others as possible.[3]


The official slogan for the 2016 Summer Olympics was "A New World" (Portuguese: Um Mundo Novo). It was chosen to highlight the commitment of the Games organisers towards world peace, a united world, a better place to live, as well as a legacy for future generations through the hosting of the Olympic Games. This motto was chosen on account of the fact that this edition was the first to be held in South America.[4][5][6]

Look of the GamesEdit


The official mascots of the 2016 Summer Olympics and Paralympics were unveiled on 24 November 2014. They were created by Sao Paulo-based animation company Birdo.[7] The Olympic mascot Vinicius, named after musician Vinicius de Moraes, represents Brazilian wildlife and carries design traits of cats, monkeys, and birds.[7] According to their fictional backgrounds, the mascots "were both born from the joy of Brazilians after it was announced that Rio would host the Games."[8] Brand director Beth Lula stated that the mascots were intended to reflect the diversity of Brazil's culture and people.[9] The names of the mascots were determined by a public vote whose results were announced on 14 December 2014; the names, which reference the co-writers of the song "The Girl from Ipanema", won over two other sets of names, tallying 44 percent of 323,327 votes.[10] At the Olympic wrestling events, coaches were given plush dolls of Vinicius to throw into the ring when they wished to challenge a referee's call.[11]

Video gamesEdit

Alongside with the Mario and Sonic series, Overwatch, a multiplayer first-person shooter game created by Blizzard Entertainment, ran a "Summer Games" event in August 2016 that ran concurrent with the 2016 Summer Olympics. The main event was a futuristic soccer game known as "Lúcioball", named for the playable hero Lúcio, who is depicted in the game's lore as a DJ and freedom fighter from Rio de Janeiro. Rio also serves as the location for the initial arena for Lúcioball, the Estádio das Rãs (Portuguese for "Stadium of Frogs", referencing Lúcio's logo).[12]

Virtual RealityEdit

A basketball 360-degree video was produced in collaboration with Samsung and Two Bit Circus. [13]

Corporate sponsorship and advertisingEdit


Sponsors of the 2016 Summer Olympics
Worldwide Olympic Partners
Official Sponsors
Official Supporters
Official Suppliers

See alsoEdit


  1. ^ Nudd, Tim (14 August 2012). "Hated the London 2012 Logo? You Might Like Rio 2016 Better Brazil's Tatíl Design tells story of its creation". Adweek. Retrieved 14 August 2012. CS1 maint: discouraged parameter (link)
  2. ^ "Rio 2016 motif is "first 3D logo in the history of the Olympics" says designer". Dezeen. Retrieved 16 August 2016. CS1 maint: discouraged parameter (link)
  3. ^ "Telluride Foundation says Brazil stole its logo for Olympics". The Denver Post. Archived from the original on 10 May 2016. Retrieved 7 May 2016. CS1 maint: discouraged parameter (link)
  4. ^ Palmer, Dan (15 June 2016). "Rio 2016 launch "A New World" slogan". www.insidethegames.biz. Retrieved 26 December 2017.
  5. ^ "A New World: Rio 2016 unveils official slogan for Olympic". en.olympic.cn. 15 June 2016. Retrieved 26 December 2017.
  6. ^ Belen, Nelson (16 June 2016). "Rio 2016 Games Unveils Olympic Slogan: A New World". The Rio Times. Retrieved 26 December 2017.
  7. ^ a b "Meet the Rio 2016 Olympic and Paralympic Games mascots and help choose their names". Rio 2016. 23 November 2014. Archived from the original on 9 August 2016. Retrieved 25 July 2016. CS1 maint: discouraged parameter (link)
  8. ^ Quarrell, Dan (22 July 2016). "2016 Rio Olympics: Biggest stars, dates, schedule, mascots, logo, Usain Bolt 'triple triple', Zika". Eurosport. Retrieved 30 July 2016. CS1 maint: discouraged parameter (link)
  9. ^ "Rio 2016: Olympic and Paralympic mascots launched". Retrieved 24 November 2014. CS1 maint: discouraged parameter (link)
  10. ^ "Rio 2016 Olympic and Paralympic mascots named Vinicius and Tom by public vote". Rio 2016. 14 December 2014. Archived from the original on 8 August 2016. Retrieved 8 August 2016. CS1 maint: discouraged parameter (link)
  11. ^ Gordon, Aaron (17 August 2016). "Olympic Wrestling Uses Stuffed Animals for Replay Challenges". Vice Sports. Vice Media. Archived from the original on 17 August 2016. Retrieved 22 August 2016. CS1 maint: discouraged parameter (link)
  12. ^ Dornbrush, Jonathan (August 2, 2016). "Overwatch Summer Games Seasonal Event, New Brawl Released". IGN. Retrieved December 13, 2017. CS1 maint: discouraged parameter (link)
  13. ^ https://vrscout.com/news/two-bit-circus-architects-immersion/