How should I come up with a brand for the 2036 Summer Olympics?
2036 Mexico City Summer Olympics Branding
Logo
Poster
Brochure
Website
Ticket
ID Card
Deliverables
Once I had been designated a city and selected an Olympic event, I was tasked with coming up with unique branding for a hypothetical Summer Olympics. This would include several deliverables including promotional material for advertising and items for both athletes and attendees.
Project Description
Logo
After being assigned Mexico City as my city for this Olympics, my first task was to design the logo for the event. I filled two pages with many concepts, many of which were inspired by classic Mexican art, mythological figures, or symbols. These would include references to the bird on the Mexican flag, the mythological serpent Quetzalcoatl, and the Olympic torch stylized with common characteristics of Mexican art.
The final concept that I went with was a stylized figure based on The Angel of Independence, a famous statue located in downtown Mexico City and common tourist attraction. This logo would go through a couple of design changes from the original sketch, landing on a colorful design representing the vibrance of Mexican art.
Brochure
This was the first concept I presented for my brochure design. It featured a tri-fold design, and leans heavily into this large, cursive typeface. My chosen sport to represent was baseball, so I designed a logo (seen in the middle panel of the second photo) which utilized the design elements of the angel logo of the overall event. Also featured was a highlighted athlete, featuring his career statistics, and both Mexican and American team history.
This is the final version of the brochure design. It was changed from a tri-fold design to a two-panel spread instead, due to a realization that some of the information on the original design was essentially filler content that could be cut. This trimmed-down version would have a cover page that better represented the brand's visual style and features the important info from the original, including the map of the stadium, the athlete highlight page, the tournament schedule, and also adds new imagery of other players.
Poster
These are the three initial drafts for the promotional poster. The first focuses on the players, using some of the logo’s assets as clipping masks for their game photos. The second uses the Olympic rings and has a larger presence by the logo’s assets. The third one, which would move forward into the final design, would have the largest focus on the logo’s assets to make a colorful and abstract design, still featuring both the athletes and Olympic rings.
This is the final version of the poster, as well as a mockup of how it would be presented for its intended purpose. The updates to this version partially include adding the range of dates for the events, which contributes to making the advertisement more purposeful. The other key change is changing the “2036” from black to green to make it fall more in line with the brand identity.
Ticket
This is the ticket designed for the event. It uses the logos of the Mexican and Japanese national baseball teams and a player from each team. It also features all the necessary information such as the venue, and the seating location.
Website
These are the first two pages of the website, the home and athlete pages. The first features the logo over a photo of downtown Mexico City, and the second features an in-depth look at the highlighted athlete’s career and statistics.
These last two website pages are the event and location pages. The first of the two describes the history of baseball in the Olympic Games, and the second has a bit of info about the stadium where the events would take place.
ID Card
Finally, this is the athlete’s ID. It has their photo, role, sport (BSB: baseball), and any amenities such as dining (DN) and transport (TP).