It's safe to say that the Paris Olympics have been a bit of an obsession in the studio over the last few weeks. From the nonchalant Turkish assassin to Snoop in full dressage pimp mode, from the well-proportioned high jumper to the semi-naked blue guy, these games have provided a flood of water cooler conversations.As we look back at some of the most memorable moments, we reflected on the broader Paris 2024 brand identity - how we collectively felt about it when first launched and how we feel about it now after a summer of sporting excitement.We all know a brand is so much more than just a logo; it's a complex mix of strategy, creativity, and a healthy dose of human psychology. And a design system that's only truly revealed when viewed across touch points. It’s the visceral feeling evoked after experiencing the brand in action that comes to mean more to us – what we first hated can become loved, what at first felt odd now feels accepted (think London 2012). With everything new comes a healthy mix of attraction and repulsion. It’s a part of the human condition.So, in the ever-changing world of brand identity, we decided to pause, take a moment and reflect on a few recent brand identities that have taken us on an emotional journey - from our initial feelings at their launch to our current perceptions once experienced.Swipe below to see our podium finishers and those that came in at back of the pack...
