The first concepts sketched out had a strong focus on the infamous Christ the Redeemer statue. After trying to incorporate other elements into this concept such as traditional Brazilian headdresses and Rio de Janeiro’s state bird I found that the elements did not work cohesively nor did they accurately portray the spirit of Brazil. 

 

I then moved on to the idea of the Olympic torch flames and noticed that the nature of a flame enabled different elements to be incorporated in way that looked a lot more natural. 

The final concept is inspired by a number of elements pertaining to both the Olympic games and Rio De Janeiro / Brazilian culture. The overall shape of the logo has been designed to mimic the silhouette of the iconic Sugarloaf Mountain. The pieces that make up this overall shape resemble the flames of the Olympic torch plus the blue element makes reference to Rio de Janeiro’s state bird, the Harpy Eagle.  

The icon is constructed entirely out of circles in order to create accurate and precise curves. This method lends itself well to the sleek and refined aesthetic that I wanted to achieve in the logo.

The typeface that is featured in the final logo lockup mirrors the tapering curves of the graphic. “Fertigo” has its roots in calligraphy and it is this traditional influence that creates an element of contrast between the type and the modern icon allowing the two elements to work together harmoniously. The removal of the top right serif of the “1” was made to create a slightly more contemporary look.

 

The colours chosen for the final logo are influenced by those on the Brazilian flag but use the same colours of the Olympic rings (seen in the middle of each gradient). The lighter and darker variations are not tints and shades of the middle colour but actually different colours.This colour choice is intended to maintain the vibrancy that both Brazil and the Olympics are known for. 

The final mark utilises three gradients adapted from the blue, yellow and green Olympic rings. These gradients are used to add a faux 3D appearance to the logo. This effect works well in any digital application as well as many printed mediums. 

 

The mark is vertically stacked and this is the primary layout that will be used. A basic grid has been contructed to mantain this layout and ensure consistancy accross various applications.

When designing this logo versatility  was always at the forefront. These variations of the logo which include both single colour and “flat” colour options can be applied on both white and dark coloured backgrounds successfully. This was an important design consideration as the logo will be used on a variety of applications including embroidered on apparel and various small scale materials.