By Duncan Mackay
British Sports Internet Writer of the Year

rio_2016_logo_newJanuary 1 - Rio 2016 tonight launched its new emblem for the Olympics during a special ceremony on Copacabana beach.

After a video presentation, the emblem was projected onto a big screen on the sand of the beach.

International Olympic Committee President Jacques Rogge was among the partygoers, who also included Rio 2016 President Carlos Arthur Nuzman, Brazilian Sports Minister Orlando Silva, Rio de Janeiro's Mayor Eduardo Paes, Rio State Governor Sergio Cabral and chair of the IOC's Coordination Commission Nawal El Moutawakel.

A new website launched by Rio 2016 to accompany the emblem described it as "The passionate carioca soul that extends an embrace and shares its friendship, in a collective and warm gesture, which expresses our impassioned way of celebrating.

"Passion and transformation of a city and an entire country, fuelled by the renovation of the Olympic spirit, to project Brazil and Rio de Janeiro to the world.


"Passion and transformation of our planet and its people, by promoting a more interdependent, conscious and sustainable culture, as an inspiration to the present and a legacy for the future."

The new brand will be used in all aspects of the Games and preparations for the next six years appearing on communications, merchandise, signage and sponsors' promotions

In the coming months the Organising Committee will release further branding to complement the emblem.

"The Rio 2016 Games brand communicates passion and transformation," said Nuzman.

"The passion cariocas and Brazilians, in general, have for sport and celebration.

"And the transformation the Games are already bringing to Rio and Brazil."

More than 100 companies entered the contest to design the emblem with the final design chosen from a short-list of eight.

The winning brand design was created by Tátil, a Rio de Janeiro design agency.

It has been designed as a sculpture, which also allows it to be displayed in three dimensions (3D).


Tátil were tasked with designing "a brand capable of translating Brazilian people passion for sport and the enormous power of transformation of the Olympic Games will have in Rio de Janeiro and in the whole country".

Early indications were that they had succeeded.

"I would like to congratulate the Rio team for their choice of design for the Rio 2016 emblem, which I find very innovative and creative," said Rogge.

"It truly reflects Rio and Brazil's vision for these Games, Brazilian's passion for sport, and the coming together of different cultures around one project - the Olympic Games.

"Tonight, we saw Rio at its most passionate with millions of people gathered on Copacabana beach.

"This is a taste of the atmosphere that I'm sure athletes and spectators can expect in 2016 and a feeling that I'm sure the new symbol will help communicate far and wide.

"I think that all of Brazil should be proud of their new emblem and I for one look forward to seeing it become a key part of Brazil and Rio's Olympic story."

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