Olympic Branding
Pedestrian Billboard Design
Design Futures and Professional Practice
Led by Ralph Kenke - PhD Design
Topographic Design Material for 2032 Brisbane Olympics
In collaboration with;
Kaeley Nelson - B:Design (Architecture)
Sophie Moore - B:Visual Communication Design
Our design for the Brisbane 2032 Olympic Games draws inspiration from the city’s distinctive landscape and vibrant energy, with a focus on crafting a forward-thinking visual identity. At the heart of our concept is the Brisbane River, whose flowing shape symbolizes the city’s vitality and the dynamic nature of the Olympic Games. Its continuous movement reflects both Brisbane’s evolution and the fluidity central to athletic competition.
The design approach emphasizes kinetic typography, a key element in our iterative process. Through manipulating and animating type, we explored multiple directions before arriving at a visual identity that echoes the Games’ rhythm and fluidity. This allowed us to create a bold and versatile typographic system that evolves through motion, offering a dynamic experience that aligns with Olympic values like unity, excellence, and progress.
The typeface we selected is the official Olympic headline font, a core part of the identity. Inspired by the organic shapes of the Brisbane River, the type feels fluid and adaptable, embodying the continuous movement of athletes and the city. Our design works seamlessly across digital and physical platforms, with potential for animation that emphasizes its kinetic qualities. This typographic approach sets Brisbane 2032 apart from previous Olympic Games, where more static, geometric fonts were prevalent. Instead, our design is fluid and ever-changing, representing a contemporary and forward-looking vision of the Olympics.
In terms of distinction, our branding takes a bold step away from past Olympic designs by incorporating motion at its core. While honoring the official guidelines and integrating the Olympic rings and colors, we’ve reimagined these elements through Brisbane’s unique identity. The flowing typography and river-inspired forms create a visual system that feels alive and responsive, reflecting the spirit of competition and unity that defines the Games.
