The logos of the Olympic Games: from Berlin 1936 to LA 2028, 90 years of sports design
From Berlin 1936 to Los Angeles 2028, Olympic logos tell the story of global graphic design. A look back at 90 years of emblems that have marked the collective imagination — and what they teach us about branding.
A logo for each edition: why it's unique
The Olympic Games are the only global event that visually reinvents itself with each edition. Unlike the FIFA World Cup or the Super Bowl, each host city creates a completely new emblem — a design exercise under constraints that must combine local identity, Olympic spirit, and universal readability.
Since the first emblems appeared in the 1920s, Olympic logos have traversed all major trends in graphic design: Art Deco, modernism, Op Art, minimalism, digital design. Together, they form a true timeline of global graphic design.
Let’s explore 90 years of creations — from the propaganda posters of Berlin to the dynamic logos of Los Angeles — to understand how Olympic design has evolved and what it teaches us about the art of creating a memorable visual identity.
The first emblems: from Paris 1924 to Berlin 1936
Paris 1924: Art Deco enters the arena
The Paris Games in 1924 are considered the first to have a truly thought-out graphic identity. The emblem, in the Art Deco style that exploded in Paris in the 1920s, represents a stylized coat of arms with a sailboat and the motto “Citius, Altius, Fortius.” The aesthetic is elegant, deeply rooted in the French artistic movement of the time — a choice that will directly inspire the visual identity of Paris 2024, a century later.
Berlin 1936: when design serves propaganda
The Berlin Games in 1936 mark a turning point in the history of Olympic design, but for troubling reasons. The emblem, created by Johannes Boehland, overlays the five Olympic rings, an imperial eagle, and the Brandenburg Gate. This is the first time an Olympic logo explicitly incorporates national symbols — and it is also the first time Olympic design is instrumentalized for political purposes.
The official poster, signed by Franz Würbel, features an athlete crowned with laurels in front of the Brandenburg Gate. The whole is conceived as a propaganda tool for the Nazi regime, which sees the Games as an international showcase. The IOC controversially commercialized t-shirts featuring these historical visuals in early 2026.
This is an important reminder: a logo never exists in a cultural vacuum. The context in which it is created — and received — changes everything.
The 1940s-1960s: classicism and sobriety
After the war, Olympic emblems remain relatively classic. London 1948 uses Big Ben and the rings on a sober background. Melbourne 1956 and Rome 1960 adopt clean but conventional designs, mixing national symbols and Olympic rings in balanced compositions. Tokyo 1964 introduces a touch of modernity with a red disc (the Japanese flag) topped with the rings — a design of radical simplicity that announces what is to come.
The graphic revolution: Mexico 1968 and Munich 1972
Mexico 1968: the explosion of Op Art
If one Olympic logo had to be retained as a masterpiece of graphic design, it would probably be that of Mexico 1968. Designed by American designer Lance Wyman and his team (Peter Murdoch, Eduardo Terrazas), the emblem merges the numbers “68” with the five Olympic rings in a pattern inspired by Huichol art, an indigenous people of Mexico.
The result is striking: the repetitive lines create a vibrant optical effect, typical of the Op Art movement that dominates the artistic scene of the time. But it is not just a logo — it is the first complete visual identity system of the Olympic Games. Wyman applied the pattern to posters, signage, tickets, uniforms, and even city maps. Everything is coherent, everything vibrates.
Mexico 68 set a standard: an Olympic logo should not just be a simple symbol, but the starting point of an entire graphic universe. This is exactly what modern brands do with their graphic charters.
Munich 1972: Swiss design at its peak
Four years later, Otl Aicher — one of the fathers of German graphic design — creates for Munich 1972 a radiating spiral emblem, accompanied by a system of pictograms that will become a global reference. Aicher's pictograms, built on a strict geometric grid, are so effective that they still influence the icons on our smartphones today.
The bright color palette (blue, green, orange) contrasts with previous Games and establishes a decidedly modern and optimistic atmosphere. Munich 1972 demonstrates that good Olympic design can transcend the sporting event to become part of design history itself.
The modern era: from Barcelona 1992 to Beijing 2008
Barcelona 1992: the emotion of movement
The logo of Barcelona 1992, designed by artist Josep Maria Trias, is deceptively simple: three brush strokes form a moving human silhouette — a blue dot for the head, two red and yellow strokes for the body and raised arms. The colors obviously evoke the Catalan and Spanish flags.
It is one of the most beloved Olympic logos. It proves that effective design does not need to be complex — it simply needs to capture an emotion. This philosophy aligns with that of minimalist design that dominates contemporary branding.
Atlanta 1996 and Sydney 2000: the era of marketing
Atlanta 1996 marks a commercial turning point. The logo, centered on a stylized Olympic torch with stars and the number 100 (for the centenary of the modern Olympics), was criticized for its “corporate” feel. Sydney 2000, on the other hand, finds a better balance with a stylized boomerang forming an athlete in motion — a design that intelligently integrates local culture and sporting spirit.
Athens 2004 and Beijing 2008: a return to roots
Athens 2004 opts for a stylized olive crown, a direct ancient symbol. It is a logo that says: “The Games are coming home.” Beijing 2008 goes further with a calligraphic Chinese seal representing a dancing character — the character “Jīng” (京, Beijing) transformed into a human figure. This logo is remarkable for its ability to be both deeply cultural and universally readable.
The digital era: London 2012, Tokyo 2020, and Paris 2024
London 2012: the most controversial logo
The London 2012 logo, created by the agency Wolff Olins, unleashed passions. Its angular and fragmented shape, incorporating the numbers “2012” in a graffiti style, was alternately described as “revolutionary” and “a disaster.” Some saw it as urban and youthful energy; others, as an unreadable design.
In hindsight, London 2012 was an important turning point: it is the first Olympic logo designed primarily for digital use. Its dynamic shapes animated naturally in video, and its variations in different colors allowed for unprecedented customization on digital platforms. The design has aged better than the initial criticisms suggested.
Tokyo 2020: perfect geometry
After a false start (the first logo was withdrawn for plagiarism, a lesson on the importance of originality in brand design), Tokyo 2020 adopted the emblem by Asao Tokolo: a circular checkerboard in indigo made up of three types of rectangles, inspired by the traditional Japanese pattern ichimatsu moyo. The result is mathematically elegant and visually hypnotic.
Paris 2024: the golden Marianne
For the Paris 2024 Games, the emblem merges three symbols into one face: the gold medal, the Olympic flame, and Marianne, figure of the French Republic. All within a golden circle inspired by Art Deco — a direct nod to the Paris Games of 1924, a century earlier.
Designed by the agency Royalties and presented by Thierry Reboul, director of the Paris 2024 brand, this emblem has boldly chosen to give a human face to the Games — literally. The custom typography, inspired by Art Deco, and the color palette (blue, green, purple, pink) have been applied throughout the visual identity, from urban signage to volunteer uniforms.
The result? One of the most acclaimed visual identities in Olympic history, recognized for its coherence and boldness. A case study for any creator of a graphic charter.
LA 2028: the logo that doesn't exist (yet)
Los Angeles 2028 is revolutionizing the very concept of an Olympic logo. For the first time in the history of the Games, the emblem is not a unique and fixed design: it is a system of dynamic logos.
The principle: the letters “LA28” remain constant, but the “A” changes shape. More than 42 versions have already been created by athletes (Simone Biles, Alex Morgan), artists, celebrities, and creators from around the world. Each “A” reflects a different personality, style, and vision.
This is a radically new approach that embraces the codes of contemporary digital design: customization, animation, community participation. The logo is no longer a static symbol to memorize — it is a platform for collective expression.
Casey Wasserman, president of the organizing committee, acknowledged having “pushed the IOC slightly out of its comfort zone.” The result is a bold bet that reflects the spirit of Los Angeles: creativity, diversity, and that culture of “remix” unique to California.
This approach aligns with a strong branding trend in 2026: adaptive and dynamic logos, capable of transforming according to context, medium, or audience.
What Olympic logos teach us about branding
By exploring 90 years of Olympic design, several lessons emerge for anyone creating a visual identity — whether for a business, an association, or a personal project.
1. Simplicity stands the test of time
The most memorable logos (Mexico 68, Barcelona 92, Tokyo 2020) are also the simplest. A strong concept, executed with clarity, is better than a complex design overloaded with symbols. This is a lesson directly applicable to creating a business logo.
2. Cultural anchoring creates emotion
The best emblems integrate local culture organically — not as a slapped-on flag, but as a deep inspiration (Mexican Op Art, the Chinese seal, Parisian Art Deco). For your own logo, the question is: what story do you want to tell?
3. A logo must consider its mediums
From the giant poster to the favicon, from the sports jersey to the Instagram post: an Olympic logo must work everywhere. This is exactly the challenge faced by every logo creator in 2026 — and that’s why the vector format is essential.
4. Daring can pay off (or cost dearly)
London 2012 was mocked and then reevaluated. The first logo of Tokyo 2020 was canceled for plagiarism. LA 2028 takes an unprecedented risk with its modular logo. Boldness in design is a gamble — but playing it safe has never created an iconic logo.
5. Design is political
Berlin 1936 reminds us of this brutally. But even outside of extreme cases, every graphic choice conveys values. The Marianne of Paris 2024 says “inclusivity and French heritage.” The modular “A” of LA 2028 says “diversity and co-creation.” What does your logo say?
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FAQ
Who designs the logos of the Olympic Games?
Each local organizing committee chooses a designer or agency to create the emblem for its edition. The logos are subject to approval by the IOC. Among the most famous designers are: Lance Wyman (Mexico 1968), Otl Aicher (Munich 1972), and Asao Tokolo (Tokyo 2020). Some editions hold international competitions, while others hire branding agencies.
What is the most recognized Olympic logo?
The five Olympic rings (created by Pierre de Coubertin in 1913) remain the most recognized symbol. Among the edition emblems, those of Mexico 1968, Barcelona 1992, and Paris 2024 are regularly cited as the most memorable by design professionals.
Are Olympic logos protected by copyright?
Yes. Olympic emblems are registered trademarks, protected by the Olympic Charter and national legislation. The IOC holds the rights to the Olympic symbols (rings, flame, mottos), while local organizing committees hold the rights to the specific emblems of each edition.
Why does the LA 2028 logo change all the time?
Los Angeles 2028 introduced the first dynamic emblem in Olympic history: the “A” of “LA28” is interchangeable and can be personalized by athletes, artists, and creators. More than 42 versions already exist. This approach reflects the creative culture of Los Angeles and current trends in digital branding.
How to create a logo inspired by the Olympic spirit for your sports club?
For a sports club logo, Olympic lessons are valuable: prioritize simplicity, integrate the colors of your territory or club, and ensure that the logo remains readable in small sizes (on a jersey, a website, or a social network). A good brief is key — this is true for the Olympics as well as for your local association.
