OK guys, so you think that putting a logo or text together to market the Olympic Games is an easy task, such as just choosing between Times New Roman or Arial? Wrong, wrong, wrong! There is a lot of work that is put into it and Dalton Maag is there to prove it. The inter-continental studio’s Brazil offices have been busy over the past few months creating a bespoke typeface for the 2016 Rio Olympic Games that is as smooth and flowing as the London fonts were harsh and geometric.
I know that we just finished with the 2012 Olympics, but I am already excited for the ones to come, as they are going to be held in my beloved country, Brazil. Also, the design process fascinates me and learning about it through Dalton Maag’s work, as well as this new set of fonts, gives us a whole new prospective when looking into the promotion materials. Based on the movement of athletes and Brazil’s geological and architectural hallmarks, the font recalls handwritten text and maintains a fluidity of line that’s the result of early sketches in brush and ink. I love it. The looping curves are completely appropriate for Brazil, connecting both Oscar Niermeyer’s architecture and Rio’s iconic figures, such as the Copacabana Sidewalk and the Corcovado.