On New Year’s Eve, in front of nearly two million people the world got its first look at the emblem designed for the 2016 Games. It was created by Rio-based Tátil, whose other clients include Walmart and Fiat. The design firm beat out almost 140 other competitors and was selected from eight finalists

Tátil’s online case study (interesting that they are allowed to discuss the project given the restrictions imposed by London organisers) talks through its strategy for the Olympics logo. The challenge, it says, was “to represent the Passion and Transformation of a city and an entire country, and project these values to the rest of the world.

A brand that must express unity. Inspire achievement and optimism. Avoid clichés and present Rio de Janeiro as the site of the largest sporting event in the world – to its very own Cariocas, and to athletes and people around the world.”

The designers added a rather neat, abstract reference to a Rio landmark, Pão de Açúcar or Sugarloaf Mountain, the shape of which is mapped by the logo.

Color choices were led by the Brazilian environment: “Yellow symbolises the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.”

within days the committee and the agency were shocked to be slapped with plagiarism charges, with accusers pointing to the similar color schemes and logo design of Colorado’s Telluride Foundation (above left). Tatil’s director has acknowledged the similarities but dismissed the charge saying its entry “is radically different because it is tridimensional.” We’re inclined to agree.

While the color scheme and design are similar, it bears pointing out that the circle of hands design is a common motif. It’s clear from the Tatil agency’s video on the creation process of its Rio2016 logo — including the inspiration board at 1:28 and the montage at 3:56 showing how the logo’s shape reflects Sugarloaf mountain, a Rio landmark — that an entirely different consideration set went into their logo.

Rio 2016 Multisensory Paralympic Brand from Tátil Design de Ideias on Vimeo.