Olympic Heritage Collection

Art and design of the Games


  • Naming,
  • branding,
  • strategy,
  • product design,
  • packaging,
  • writing,
  • photography,
  • research,
  • curation,
  • brand guidelines

The Olympic Heritage Collection makes the art and design of past Olympic Games available to international licensees. For the first time in history, they can use these materials to create throwback products and merchandise inspired by some of the most unforgettable Games.

We positioned and executed every aspect of this global program from research, curation, re-creation, to the naming and development of the master brand. The result is the most comprehensive, authentic Olympic art and design collection ever created.


kms travelled


Olympic artifacts examined


hours worked

Research & Re-creation

120 years of Olympic art & design

Beginning with the core elements of each Olympic Games identity (emblems, pictograms, mascots, and official posters), we set out to find their most authentic sources. The journey took us from the Olympic Museum archives in Switzerland to Olympic historians, private collections, and past-Games design directors around the world.

Where possible, emblems, mascots, and pictograms were re-created with the original techniques of their time. Design manuals originally intended for use with protractors, compasses and paintbrushes became blueprints once again — this time with a digital toolset in mind.

For wordmarks, classic typefaces like Univers, Helvetica, Times, and Futura were adapted to reflect the movable type printing process of their respective times and places. Physical artifacts were also referenced against the modern Pantone colour matching system to ensure tonal authenticity.

The result is the most comprehensive, authentic Olympic art and design collection ever created.

Brand Guidelines

Creating authentic products

We developed extensive brand, product, and packaging guidelines to help Olympic licensees create consistent and authentic products.

The 91-page document has low-density pages and clean illustrations that encourage a multilingual audience to develop merchandise with a simple, classic aesthetic.

Olympic Heritage Brand

Uniting the Games

The Olympic Heritage brand aims to unite 120 years of Olympic art and design, while positioning the collection to remain relevant across generations and nations.

The typeface for the collection, Akzidenz-Grotesk, was originally released in 1896 — the same year the modern Olympic Games began.

We chose gold to symbolize Olympic achievement, tradition, and legacy. It also plays well with colour trends across the decades.

Packaging was designed to provide a neutral frame for the artwork, which spans every art and design movement of the last century.

Look of the Games

Decoding the past

Ever since Tokyo 1964 created the first strategic Olympic design system, many Games have developed increasingly detailed identities that tell a unique story about the host region and the ideals of the Games. These comprehensive Olympic identity programs are known as "Look of the Games" — a codified system of colours, graphics, and patterns that appear on venues, city streets, television, merchandise, and much more.

Each program requires a massive amount of research and re-creation, so we began with three games: Munich 1972, Los Angeles 1984, and Calgary 1988. Brand guidelines in the ‘70s and ‘80s were not as extensive as they are today, so we often worked backward to decode the designers’ original intentions — performing a form of forensic branding, before developing style guidelines to support diverse, multilingual design teams.

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