What Does the Brand of the Paris 2024 Olympic Games Communicate?
The English word “brand” derives from the Old Norse term “brandr,” which means “to burn.” Historically, branding with fire was used by livestock owners to mark their animals, distinguishing them and allowing for easy identification. Beyond its Nordic origins, the use and application of brands have existed for centuries as a way to differentiate goods and services from distinct manufacturers.
Just as the marketing of goods and services has recognized that brands communicate ideas, positioning, and values, so too have the organizers of the modern Olympic Games. Since their inception in 1896, they have created logos, typographies, and aesthetic elements for each host country to convey a message and represent the nation on an international stage.
More than a century later, this tradition continues. In 2024, during the Paris Games, France once again showcased its values to the world through the event and its brand. The Paris Games logo also aims to highlight France’s dedication to cultural heritage and innovation. In summary, the Paris 2024 Games logo incorporates three cohesive elements: the golden metal, symbolized by its color; the flame evoking the Olympic torch; and a stylized silhouette representing Marianne, the iconic figure of France and the French Republic.
Featuring Marianne is particularly meaningful as it signals a strong commitment to gender equality. For the first time in Olympic history, a female figure takes center stage in a Games’ visual identity, reinforcing a message of empowerment. Everyone is struck by the logo’s ability to simultaneously evoke history, culture, and modernity. Far from being a neutral symbol, this emblem makes a bold statement reflecting Paris’ cultural and sporting ambitions.
Beyond gender equality, the Paris Olympics is also the first in history to share the same logo with the Paralympics, which can be interpreted as a second layer of equality. The Olympic and Paralympic Games form two sides of the same coin. In 2024, they shared the same emblem for the first time ever, symbolizing the pursuit of the same vision and ambition for both events. This unified emblem is more than symbolic, it reflects a commitment to inclusivity and a shared purpose, fostering a sense of unity among athletes and audiences worldwide.
Finally, the color palette and typography, inspired by the ‘Art Deco’ movement, convey not only an appeal to elegance and modernity but also energy and contemplation, according to the Games’ official website. In this way, the Paris 2024 Olympic Games brand bridged the past, present, and future. By dressing essential elements of its tradition in a contemporary guise, the brand revitalizes the image France wishes to project to the world. Simultaneously, by emphasizing equality and modernity, it showcases the vision the country sets before itself as a goal to achieve.
Group’s participants: Hesham Abouzeid, Jingyan (Haley) Yu, Lucas Lira, Marion Breiner, and Tamara Almasri
IMBA, IAE Paris-Sorbonne, promotion 2024
