Opportunity

As the American entertainment destination for the 2024 Paris Olympics, NBC needed a visual approach that could turn the city’s soul into a global sports identity. A balance of embracing icons of Parisian culture, designed specifically to appeal to an American sports audience.

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Solution

Elegance Meets Energy

Taking inspiration from the contrast of old and new in Parisian art and design—the classics housed in the Louvre, vibrant graffiti in the streets, unexpected viewpoints of the Eiffel Tower, the wrought iron curvature typical of Art Nouveau. These curves, structures, and rhythms inspire the design, which are instantly recognizable to American audiences without hitting them over the head with a metaphorical baguette. The identity delivers a cohesive whole that brings the cultural importance of Paris to life through dynamic, athletic forms that feel inherently tied to both the city and the games.

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Impact

• The most watched Olympics since 2012
• 82% increase in total viewers over theTokyo Olympic Games
• Cohesive brand system that scaled from athlete photography to citywide installations