• Transform magazine
  • November 11, 2019

Top

Paris 2024 logo receives mixed reception

Paris 2024 logo black.png

The 2024 Olympic and Paralympic Games logo, unveiled this week, depicts the Olympic flame within a gold medal and includes the lips and outline Marianne, the personification of the French Republic since 1789.

The design is meant as a tribute to female athletes and French history, the organising committee said, but almost immediately drew scorn on social media with thousands taking to Twitter to express their dislike of the logo.

“It is made up of three symbols. The gold medal, symbol of sport. The flame, icon of the Olympic and Paralympic movement. Marianne, image of France. These symbols reveal a face that embodies our ambition to put people at the heart of the Games,” the organising committee said. But critics said it looked more like a logo for haircare products or a salon.

The inclusion of Marianne pays homage to a French national symbol and is also a nod to history, as women were first allowed to compete in the games at the 1900 Paris Summer Olympics. However, detractors argued that the marque was unnecessarily seductive and sexualised.

alt

The shape and colour of the emblem drew inspiration from the gold medal to express aspiration for excellence, one of the core values of sport. The Olympic flames were used to reflect the energy of the Games. The lines and typography of the logo were inspired by the Art Deco movement born in France in the 1920s.

However, Twitter was awash with memes, comparisons and criticisms. Some criticised it as resembling the Tinder logo while others said it looked a manga character or angry emoji. Commentators argued that it was stereotypical and sexualised. Comparisons were made to Fleabag, Friends, the Simpsons and a range of celebrities.

The emblem was not without its supporters, including the organisers of next year’s Tokyo Olympics.

For the first time, the Paris emblem will be the same for the Olympic and Paralympic Games, with only the Olympic rings and the Paralympic agitos to differentiate the two.

Pierre-Olivier Beckers-Vieujant, international committee chair for the Olympic Games Paris 2024, said, “I congratulate Paris 2024 on the launch of their new emblem. It perfectly reflects their vision and desire to put people at the heart of the Olympic Games Paris 2024. I believe that this innovative design will be quickly recognised around the world and be a wonderful calling card for the Olympic Games.”

alt alt