Paris 2024 Olympics Branding: J’aime Bien
By Lindsay Muir, Associate Creative Director
https://olympics.com/en/paris-2024/the-games/the-brand/design_full_old
Power in the Whitespace: The Logo
Now You See It, Now You Don’t
The 2024 Summer Olympics logo, created by French designer Sylvain Boyer, is a masterful example of using negative space to create a dual-meaning symbol. Like the FedEx or World Wildlife Fund logos, it features an optical illusion. I can’t help but envy the cleverness behind these surprise and delight marks.
Initially, viewers see the iconic torch flame that kicks off the Games in a gold hue. Closer inspection of the whitespace transforms the fire into a chic haircut framing subtle lips, forming the face of Marianne: the Goddess of Liberty and national personification of France. This feminine design is refreshing, especially as the number of women competing continues to grow in both number and popularity.
Fun fact: Paris hosted the 1900 Summer Olympics where women were allowed to compete for the very first time, so this is a subtle nod from the current branding.
OLYMPIC GAMES PARIS 2024 | THE LOOK OF THE GAMES
https://olympics.com/en/paris-2024/information/the-look-of-the-games
Art de Viver: The Visual System
Blending Past & Present
Art de Viver, or “the art of living well,” is France’s way of life — a sense of taste, discipline, and most importantly, finding joy in the little things. The 2024 Summer Olympics branding elegantly embodies this expression by weaving together inviting colors and minimalist Art Deco-inspired graphics. The visual system heavily relies on a square grid, housing important cultural landmarks, French lifestyle symbols, and sport elements — it’s abstract and modern, while still feeling classic. I was delighted to find that these building blocks are playfully referred to as “cobblestones,” which are prevalent throughout the country and its history.
“It’s a way to express our revolutionary attitude, but also a way to tell the full story. In France, in every city and village, our streets have paving stones. They’re a symbol of our heritage.”
— Julie Matikhine, Paris 2024 Brand Director
OLYMPICS GAMES PARIS 2024 | PICTOGRAMS
https://olympics.com/en/paris-2024/the-games/the-brand/pictograms
Striking Symmetry: The Pictograms
A Personal Favorite
Traditionally, Olympic pictograms have focused on athletes in motion, always centering on the human body. France reimagines these symbols for 2024, establishing a striking coat of arms devoid of figures for all 70 events. Each symbol has three elements: an axis of symmetry, a depiction of the ground, and a key attribute of the sport. I personally love heraldic design (visit the PMA’s armor collection and you’ll see why). This badge of honor design choice feels incredibly fitting for France’s history and the competitive sports community at large.
Meet the Phryges: The Mascot
Delightfully Odd
I can’t lie — I had to do some research into these wobbly red triangles with eyes. After a brief history lesson, I discovered that the Paris 2024 mascot personifies the Phrygian cap, a well-known symbol of liberty throughout the French Republic. Though their playful, Pixar-esque look is disconnected from the brand’s overall sophistication, the Phryges add an air of charm and sass that’s hard not to smile at. I also applaud the choice to include a Paralympic version of the mascot, emphasizing the inclusivity that is so important in today’s world.
OLYMPIC GAMES PARIS 2024 | THE MASCOT
https://olympics.com/en/olympic-games/paris-2024/mascot
https://olympics.com/en/paris-2024