Brisbane 2032 Olympics Brand System

The goal for this project was to develop a visual identity system for a future Olympic host city. My assigned Games was the Brisbane 2032 Summer Olympics. I didn’t know too much about Brisbane before this assignment, so I started my design process by researching the city and the greater Queensland area. From there I choose three words to guide my brand development process: aquatic, friendly, and fun!

The logomark was inspired by cave paintings that were created by the Aboriginal people in Queensland, as I wanted to pay respect to an underrepresented community in Australia. The purple stroke represents the Shape of the Brisbane River. For colors, I developed a palette that incorporated vibrancy, freshness, and hues not commonly seen in the Olympic Games. I wanted people to think of aquariums when they saw the branding guidelines, which also influenced the creation of the wave pattern. I also developed pictograms for sports that I felt embodied Australia’s “adventurous” reputation.

For the poster, I wanted a large emphasis on the water, so the audience would feel as if they were in the oceans themselves. I learned how to work with blending modes in Illustrator to achieve the ripple effect and light-ray look.

This was the first time I had designed a full identity system for a specific brand. I think learning from how the Olympics Committee designs for such large-scale events taught me how to make each piece of my system fit together. Initially, I was overwhelmed by how much work there was to complete , but my professor helped me along the way by breaking down the assignment into four mini-projects, which allowed me to stay on track and make adjustments to previous pieces when necessary.