Australian Olympic Committee launches simplified Olympic logos ahead of Rio Games

The Australian Olympic Committee (AOC) has modernised its branding to bring multiple groups together under one banner.

The updated designs feature simplified depictions of a kangaroo and an emu, along with the star that represents the states and territories of Australia. The iconic references sit above the Olympic rings, and will be used to combine the committee with the team and fans.

The redesign was prompted by new guidelines introduced by the International Olympic Committee (IOC) reducing the number of marks a National Olympic Committee can use. The latest green and gold design will be worn at the Rio Games next year.

A statement from AOC said: “For the first time we’ve looked at our two Olympic marks, the crest and rings and the flag and rings and brought them together.

“Now there is one brand that athletes will compete in, sponsors will use commercially and fans will engage with.”

AOC Chief Executive Officer, Fiona de Jong said past, present and future Olympians were heavily involved in the redesign project, alongside the rebrand team, which included AOC staff, WiteKite, Excalibre Insights and Sports Marketing and Management (SMAM).

PrintShe added: “What we heard was a strong desire to preserve the history and heritage of the brand but modernise the emblem so it feels fresher and resonates more strongly with future generations.”

The new look will also be used by sponsors across marketing and activation plans, and Ms de Jong believes that will benefit future Olympians.

She said: “From a commercial point of view I am positive the new brand will come to life in a much stronger fashion with future generations of Australians.

“That in turn will benefit sponsors and ultimately the future Olympians who are funded by the AOC.”

  • How brands can make the most out of the Olympics will be a panel session at the up-coming Mumbrella Sports Marketing Summit in Melbourne on September 9.

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