The Paris 2024 Olympic and Paralympic Games were re-branded Monday with a new, permanent emblem that will contribute to the look of the Games.
During a ceremony at the Grand Rex Theatre in Paris that was highlighted by the presence of several French athletes, the logo that embodies three elements, a gold medal, the Olympic flame and a human face, was unveiled by the Games organizing committee.
The organizing committee said that for the first time ever the same emblem design will be used to represent both the Olympics and Paralympics, a move designed to elevate both events to the same level.
The typeface used to spell out ‘Paris 2024’ draws from the Art Deco movement that reached its height in Paris during the French Capital’s previous hosting of the Games one hundred years earlier in 1924.
The human face represents Marianne, a French symbol that embodies the “revolutionary spirit that infuses these Games” according to a Paris 2024 statement.
“She encapsulates the generosity, boldness and creativity that inspires the Games.
“Her face is also a nod to history and female athletes, who were first allowed to compete in the Olympics at the 1900 Games in Paris.”
The new logo was immediately applied to the Paris 2024 website and social media accounts that had been stripped of all branding last week after Monday’s event was announced.
Several dignitaries joined the athletes at the Theatre including Paris Mayor Anne Hidalgo and Paris 2024 President Tony Estanguet.
The newly unveiled logo replaces a previous design launched in 2016 to represent France’s bid for the Games that competed among Los Angeles, Budapest, Rome and Hamburg. That logo featured a modern interpretation of the Eiffel Tower integrated with a scripted 24. It was initially revealed by a projection on the Arc de Triomphe during a ceremony at the famous landmark.
Paris was awarded the Games in 2017 through a tripartite agreement with the International Olympic Committee (IOC) that led to a double allocation of the ’24 Games to Paris and the ’28 games to the only remaining rival, L.A. Three other cities dropped out of the race.
The new logo will be used for Games marketing and venue overlays during the events, but it will also be critical in driving revenues through lucrative sales of licensed merchandise from t-shirts to automobiles.
Paris 2024 will also leverage the branding to launch one or more official mascots for the Games. Additional information about these yet-to-be-named characters will be released in the coming months.