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The visual identity or “Look of the Games” is developed for each edition of the Olympic Games to create visual uniformity. This Look provides a sense of coherence, presenting the audience with one common image of the Games and can be found in all aspects of the Games – the stadiums, the uniforms, the emblems, the mascots or even the pictograms. The visual identity is also the distinctive feature in all communications related to the Olympic Games issued by the Organising Committee for the Olympic Games (OCOG) and the International Olympic Committee (IOC).

The Look of the Games reflects the host city and country, and helps to build a celebratory, exciting atmosphere for the spectators and all accredited individuals. It is often inspired by the culture, character and history of the city and country in question. In the case of the Olympic Games Rio 2016 for example, well-known places in the city such as Sugarloaf Mountain and the Corcovado were integrated into the visual identity developed by the OCOG.

Elements related to the Look of the Games fall under the category of “Olympic designations”, which the Olympic Charter defines as “any visual or audio representation of any association, connection or other link with the Olympic Games, the Olympic Movement, or any constituent thereof” (Olympic Charter, Rule 14, p.26). The Look is therefore an important tool in making each edition of the Games visually unique.

Whether you are interested in the Look of a particular edition of the Games or in the evolution of this theme through the history of the Olympic Games, on this page you can find our selection of official publications as well as other recommended resources on this fascinating topic.