VMLY&R Brisbane to deliver 2032 Olympic and Paralympic Emblems

VMLY&R Brisbane has been selected to deliver the 2032 Olympic and Paralympic Emblems and the supporting visual brand strategy.

The bid for the Brisbane games was completed alongside a group of majority Queensland-based agencies, including Landor & Fitch, Kantar Public and First Nations consultancy, BlackCard.

Globally, VMLY&R has worked on Sydney, London, Rio de Janeiro, Nagano, Salt Lake City, Milano Cortina and Atlanta Olympic and Paralympic Games, as well as the Gold Coast 2018 Commonwealth Games.

The deliverables include visual brand strategy, market research on brand values and aspirations, design of branded materials like signage and videography, and the official Olympic and Paralympic Emblems.

President of the Brisbane 2032 Olympic and Paralympic Games, Andrew Liveris said: “The approach to deliver the Brisbane 2032 Olympic and Paralympic Emblems will include an Athletes of the Future panel, including 20 young athletes from a range of levels of competition with lived experience of disability and different cultural backgrounds.

“Three First Nations student interns will also be recruited through local universities to work with and learn from the brand design team, providing a kick-start career opportunity.

“We are confident that the winning bid embraces our local assets, creates efficiency in line with the International Olympic Committee’s Olympic Agenda 2020+5 and New Norm and above all, will deliver showstopping Brisbane 2032 Emblems and visual brand assets, so that we put our best foot forward globally.”

VMLY&R managing director, Adam Kennedy said: “We are honoured and humbled to be able to play this important role in setting the brand strategy and visual identity for the Brisbane 2032 Olympic and Paralympic Games. We know how important this opportunity is to the people of Brisbane, Queensland, and Australia.”

Liveris said people across the community would be given an opportunity to participate in the brand design process, with community consultation, market research and market testing forming key elements of the brand development process.

“We will be coming to members right across our community in various ways throughout this process to get your ideas, and this process will start early next year,” he said.

The Brisbane 2032 Olympic and Paralympic Emblems are expected to be unveiled mid to late 2023.


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