The project involved designing a comprehensive branding package for a future Olympic Games, integrating avant-garde design techniques inspired by the principles of Futurism, Constructivism, and the New Typography. The focus was to create a cohesive visual identity for a country that has not yet hosted the Olympics.
The first phase of the project involved selecting a unique country and conducting in-depth research into its cultural, historical, and visual elements. I chose India, as it has never hosted the Olympic Games. My decision was inspired by my mom, who had visited India before and was planning another trip there later in the semester. Through my research, I explored India’s rich cultural traditions, particularly the festival of colors, known as Holi. The vibrant colors of Holi became the foundation for my color scheme, adding energy and celebration to the visual identity.
For the rest of my designs, I drew on techniques and styles from Futurism, Constructivism, and the New Typography, integrating them with modern design principles. The logo underwent several iterations before I arrived at the final version, which effectively captured the spirit of the Olympics and the essence of India. Once the logo was finalized, designing the other assets, including the main poster, became more intuitive and cohesive, resulting in a unified and dynamic branding package.
My pictograms are inspired by elements of the Indian alphabet, Devanagari (also known as Nagari). Each pictogram incorporates a distinctive character from the script, combined with a portion of the custom gradient, adding a vibrant and dynamic touch to the design. This approach blends cultural heritage with modern aesthetics, making each pictogram visually unique.
My poster design aims to capture the intensity of the Olympic Games and the passion that athletes bring to their performances. It features the official logo, along with the custom pattern and gradient, creating a cohesive visual experience. Additionally, the poster highlights congruent text in Hindi, further emphasizing the cultural connection and inclusivity of the event. Through these elements, the design reflects both the energy of the competition and the rich heritage of the host nation.
My medal design features the logo in beveled gold foil, while the straps showcase a custom gradient for a unique touch.
This tote bag, featuring the official logo and a unique pattern, would be available for purchase at merchandise tables throughout the arenas. Designed to be both functional and stylish, it serves as a memorable keepsake for attendees while showcasing the brand of the event. Its high-quality materials and striking design make it an ideal collectible or practical accessory for fans and visitors.
My t-shirt design is based on my original poster concept. The front of the t-shirt features only the elephant element from the logo, offering a clean and sleek design.This minimalist approach highlights the strength and elegance of the symbol while keeping the overall aesthetic modern and refined. The back showcases the Gateway of India, one of the country's most iconic landmarks. The design also features the phrase "Gateway to Gold," presented in both English and Hindi, symbolizing India's pursuit of excellence at the Games.
This project challenged me to draw inspiration from a variety of sources and merge them into a cohesive brand for the Olympic Games. I had to balance the cultural essence and visual identity of India with design techniques inspired by graphic design movements, all while incorporating contemporary design methods. The process required thoughtful integration of style, tone, and technique to create a unified and impactful visual identity.
©Maggie Detchemendy 2023
