2024_Summer_Olympics_marketing

2024 Summer Olympics marketing

2024 Summer Olympics marketing

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2024 Summer Olympics marketing has been a long running campaign that began since Paris won its bid to host the games in 2017.

Symbols

Emblem

The emblem for the 2024 Summer Olympics and Paralympics was unveiled on 21 October 2019 at the Grand Rex. Inspired by Art Deco,[1][2] it is a representation of Marianne, the national personification of France, with a flame formed in negative space by her hair. The emblem also resembles a gold medal. Tony Estanguet explained that the emblem symbolised "the power and the magic of the Games", and the Games being "for people". The use of a female figure also serves as an homage to the 1900 Summer Olympics in Paris, which were the first to allow women to participate.[3] The emblem was designed by the French designer Sylvain Boyer[4] with the French design agencies Ecobranding & Royalties.[5][6][4]

The emblem for Paris 2024 was considered the biggest new logo release of 2019 by many design magazines.[7][8] An Opinion Way survey shows that 83 per cent of French people say they like the new Paris 2024 Games emblem. Approval ratings were high, with 82 per cent of those surveyed finding it aesthetically appealing and 78 per cent finding it to be creative.[9] It was met with some mockery on social media, one user commenting that the logo "would be better suited to a dating site or a hair salon".[3]

For the first time, the 2024 Summer Paralympics is sharing the same emblem as its corresponding Olympics, with no difference, reflecting a shared "ambition" between both events.[10]

Mascots

On 14 November 2022, The Phryges were unveiled as the mascots of the 2024 Summer Olympics and Paralympics; they are a pair of anthropomorphic Phrygian caps, a historic French symbol of freedom and liberty.[11][12] Marianne is commonly depicted wearing the Phrygian cap, including in the Eugène Delacroix painting, Liberty Leading the People.[13][14] The two mascots share a motto of "Alone we go faster, but together we go further".[15]

Posters

The Olympic poster for these games were revealed on March 4, 2024. Designed by Uga Gattoni, the poster uses a diptych design, with one half representing the Olympics and the other half representing the Paralympics. For the first time, the Olympic poster and Paralympic poster were designed together, as each one can work independently as halves, or be combined into one poster all together. The posters took 2,000 hours, across six months to complete. [16]

Corporate sponsorship

Belgian beverage company AB InBev became the first Worldwide Olympic Partner during the Games.[17]

More information Sponsors of the 2024 Summer Olympics ...

See also

References

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    Williams, Eliza (4 December 2019). "Trends of 2019: Branding". Creative Review. Archived from the original on 23 October 2020. Retrieved 7 December 2020.
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    Wharton, David (24 October 2019). "Is it an Olympic logo? Or a coquettish scamp?". Los Angeles Times. Archived from the original on 18 February 2023. Retrieved 25 October 2019.
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    "Trends of 2019: Branding and logos". Creative Review. 3 December 2019. Archived from the original on 23 October 2020. Retrieved 7 December 2020.
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    "How Paris 2024 unveiled its new logo?". en24.news. 21 October 2019. Archived from the original on 22 October 2019. Retrieved 22 October 2019.
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    Lepeltier, Nicolas (21 October 2019). "Paris 2024 : le logo des Jeux Olympique's dévoilé" [Paris 2024: Olympic Games logo unveiled]. Le Monde.fr (in French). Archived from the original on 18 February 2023. Retrieved 22 October 2019.
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    "Trends of 2019: Branding and logos". Creative Review. 3 December 2019. Archived from the original on 23 October 2020. Retrieved 7 December 2020.
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    Wong, Henry (6 December 2019). "The 10 biggest rebrands and logo designs of 2019". Design Week. Archived from the original on 18 February 2023. Retrieved 7 December 2020.
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    "83% of French People Approve of New Paris 2024 Games Emblem". Paris 2024. 24 October 2019. Archived from the original on 19 September 2020. Retrieved 19 August 2021.
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    Rowbottom, Mike (21 October 2019). "Paris 2024 unveil new shared Olympic and Paralympic Games emblem". Inside the Games. Archived from the original on 22 October 2019. Retrieved 22 October 2019.
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    "Avec ses produits dérivés, Paris 2024 veut faire sauter la banque" [With its derivatives, Paris 2024 wants to break the bank]. francsjeux.com (in French). 29 October 2021. Archived from the original on 25 September 2023. Retrieved 19 February 2024.
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    "Paris 2024 - The Mascots". Paris 2024. Archived from the original on 28 July 2023. Retrieved 28 July 2023.
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    "Phrygian cap symbolising French republic chosen as 2024 Paris Olympics mascot". France 24. 14 November 2022. Archived from the original on 9 February 2023. Retrieved 28 July 2023.
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    Paris 2024 vous présente les Phryges, les mascottes de Paris 2024 !, archived from the original on 28 July 2023, retrieved 28 July 2023
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    Belam, Martin (14 November 2022). "Meet the Phryges: Paris 2024 Olympic and Paralympic mascots unveiled". The Guardian. ISSN 0261-3077. Archived from the original on 25 November 2022. Retrieved 28 July 2023.
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    "Paris 2024 Iconic Posters". Paris 2024. Retrieved 4 March 2024.
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    Ramsay, George (31 January 2024). "Olympic sponsorship deal with beer company AB InBev criticized as 'cynical' and 'an odd pairing'". CNN. Archived from the original on 8 February 2024. Retrieved 11 February 2024.
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    "Paris 2024 Partners". Paris 2024. Archived from the original on 18 October 2023. Retrieved 23 January 2024.
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    "International Olympic Committee and AB InBev announce Worldwide Olympic Partnership". International Olympic Committee. 12 January 2023. Archived from the original on 13 January 2024. Retrieved 19 February 2024.
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    Owen, David (19 November 2019). "EDF unveiled as Paris 2024 sponsor as Mayor criticises new IOC Airbnb deal". Inside the Games. Archived from the original on 15 August 2021. Retrieved 7 December 2020.
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    Morgan, Liam (1 October 2020). "Orange signs on as third premium partner of Paris 2024". Inside the Games. Archived from the original on 28 August 2021. Retrieved 7 December 2020.
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    Morgan, Liam (14 July 2021). "Paris 2024 signs Sanofi as top-tier sponsor for Olympics and Paralympics". Inside the Games. Archived from the original on 15 February 2022. Retrieved 14 July 2021.
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    Morgan, Liam (15 April 2021). "Paris 2024 signs Cisco as third official partner of Olympics and Paralympics". inside the Games. Archived from the original on 15 February 2022. Retrieved 16 April 2021.
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    Palmer, Dan (17 July 2021). "Decathlon signs-up as Paris 2024 official partner". Inside the Games. Archived from the original on 15 February 2022. Retrieved 17 July 2021.
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