ICM - Leeds Design Agency

Here at ICM we love nothing more than great logo and brand design. Over the past few years we’ve been quite passionate about logos for sporting events such as the World Cup and the Olympic Games.

So here’s the chosen logo for the Rio 2016 games:

Designed by Rio-based Tátil, the logo translates the Olympic spirit and the nature, feelings, and aspirations of the athletes, Rio and the cariocas, according to the official launch material. Different countries, athletes and peoples are joined in a warm embrace – in an individual and collective move, which at a second glance, reveals one of Rio’s most beautiful icons, a vibrant Sugar Loaf, radiating joy, unity, celebration, and friendship.

All well and good so far.

Until you notice a slight similarity with the logo of US not-for-profit the Telluride Foundation.

In a recent article in the Washington Post Tátil’s Fred Gelli put any likeness down to coincidence and noted that the broad concept of people embracing each other is not novel. True in a way.

The logo design was selected from eight finalists, after a five-month selection process that involved 139 agencies. I’m beginning to wonder if these mass selection processes are just glorified box-ticking: joyful amorphous people? Tick. Suggestion of diversity? Tick. ‘Friendly’ scripty typeface? Tick. Values that could be ascribed to just about any bidding city? Tick – you’ve got the job!

I suppose we should be thankful for our London 2012 logo – at least it will be memorable and unique.

And maybe we’re all guilty of copying what Henri Matisse did years ago!