Paralympic Multimedia 3D Logo Reinforces The Importance Of Accessibility
The rebranding for the 2016 Rio Paralympic games aims to inspire people as much as their athletes do.
The 2016 Paralympic Games held in Rio, Brazil debuts its multi-sensory logo created by Tátil, a Brazilian design agency. The innovative logo is designed in full 3D, offering accessibility to everyone, regardless of a disability. Referencing the traditional olympic brand, the team devised an off-balance human heart formed from an infinity sign.
The shape of the logo is one which the international paralympic committee (IPC) and Tátil believe honors the multi-sensory necessity of a world consisting of capable people with varied levels of sensory ability. The entire creation process required a massive amount of work, including the hours of footage each team member watched from previous paralympic events during the early phases of design. The agency also conducted research with Paralympic athletes concerning the values they wanted the logo to convey: