Buenos Aires 2036 Olympics

This project entailed crafting a brand identity for Buenos Aires' compelling bid to host the 2036 Olympic Games, a city uniquely positioned to orchestrate an unforgettable global celebration. The project's genesis lay in recognizing Buenos Aires' rich cultural mosaic, evident in its tango heritage and the triumphant 2018 Youth Olympic Games, coupled with its unwavering dedication to sustainability, inclusivity, and youth development—core principles championed by the IOC. Recognizing the city's sun-kissed allure, the central design concept, "Embracing the Sun," emerged as a powerful metaphor for global unity, envisioning athletes from every corner of the world converging beneath the radiant Argentinian sky.

To authentically embody the city's vibrant spirit, a deep dive into its cultural heart was essential. Inspiration was gleaned from the fluid grace of tango dresses, their swirling lines echoing the city's passionate rhythm; the intricate artistry of Fileteado, its detailed patterns reflecting Buenos Aires' rich historical narrative; and the celebratory exuberance of Zamba headdress feathers, their vibrant energy infusing the design with a sense of joy and dynamism. These cultural touchstones directly informed the logo's design, a radiant sun symbolizing passion, unity, and the relentless pursuit of athletic excellence, interwoven with fluid figures representing global athletes in harmonious motion. The accompanying pictograms were crafted with organic forms, mirroring the natural flow of athletic movement and creating a cohesive visual language. The resulting brand identity aimed to encapsulate the "Tango of Cultures, A Symphony of Sport," a profound testament to Buenos Aires' enduring spirit and its readiness to illuminate the world stage, celebrating its 500th anniversary with a lasting legacy of unity, excellence, and cultural celebration.