I had the opportunity to be at the official Briefing from Rio 2016 Games Organizing Committee on 05/11/2010. The contest mobilized 139 agencies from all over Brazil. The experience on previous Olympic Games was detailed by two international consultants. Brad Copeland, International Olympic Committee consultant for Decoration and Ambiance of the Olympic Games since the Nagano 98 Winter Games talked about the history of design in the Olympic Games. Scott Givens talked about his experience as ceremony director of the Salt Lake City 2002 Winter Olympic Games.
According to the Briefing, summing up, the new identity needs to globalize the culture and themes of the host city, avoid stereotypes, connect with the values of the Olympic Moviment, reflect culture and heritage of the host country and city in a relevant way, be clear about your core message and image, be balanced against it's three audiences (World, Brazil, Rio), be timeless, be authentic to your time and place.