Welcome to the 2032 Madrid Summer Olympics, where my team and I took on the challenge of designing a visual identity for the host city, Madrid. Join in on the games as we bring this colorful, bustling city to life.
January - May 2021
Adobe Photoshop, Adobe Illustrator, Figma,
Strategy, UX/UI, Prototyping, Experiential Design
01 | OVERVIEW
MADRID, THE CITY OF MOVEMENT.
Madrid, or Villa y Corte as it's known to locals, is the capital of Spain. It is the biggest city in the country and the third largest in the European Union with over three million inhabitants. From fresh bustling bakeries, to traditional villa vendors, to flying flamenco dancers, Madrid is known for moving with those that inhabit it.
The last time the Olympic Games were hosted in Spain was in 1992 when Barcelona hosted the XXV Olympiad. Over the years, Madrid has been nominated to host the Olympics (1972, 2012, 2016, 2020), but consistently fell short when it came to winning the final bid. With so much culture, color, and energy, we believe Madrid has a real potential to host the Summer 2032 Olympics. And alas, let the games begin.
How CAN WE COLORFULLY SHOWCASE THE MADRID 2032 OLYMPICS?
PROVIDE AN OYMPIC IDENTITY THAT'S UNIQUE TO MADRID.
MOVE WITH MADRID.
02 | SOLUTION
A LOGO packed with cultural passion.
When designing Madrid's emblem for the 2032 Olympic Games, we wanted to incorporate as much culture and history into the design as possible. Madrid is a cultural mix characterized by its historic rise from a muddy village to thriving capital. It's people, otherwise known as Madrilenians, are proud to be set against a backdrop of endless fiestas and historic art scenes. With this in mind, we aimed to create an emblem that couples both Madrid's most famous cultural symbols and charismatic warmth.
Whether it's savoring a caña in the sunshine with friends, engaging in long conversations after meals, or making family their number one priority, the people of Madrid find joy in life's simple pleasures. We wanted our logo reflect such a lifestyle with soft, curved edges and simple circular shapes.
Ferpal Sans, the font used in our logo typeface, was created by Silvia Fernández Palomar, a Madrid-based typography designer. Palomar's font was designed specifically for signage, drawing reference to the ceramic signs on the streets of Madrid. We incorporated this font into our design to match the logo's fluidity, as well as to pay homage to Palomar's dynamic designs.
Kilómetro Cero: all roads lead to Madrid in Spain. This was an important concept we wanted to include in our design. The white space in our logo not only signifies all the streets in Spain that lead to central Madrid, but also creates a sense of balance and unity.
We designed a logo with point projection perspective in order to offer multiple perspectives to our audience. Some might look at our logo shape and see the national flower of Spain (a red carnation); or maybe they'll see Madrid's cobblestone streets; or perhaps they'll find a twirling flamenco dress. Whatever you choose to see, you'll feel Madrid's kinetic culture.
PAINTING THE GAMES WITH MADRI'S colorS.
This breathtaking city is one of the most exciting, colorful locations in the world. From deep red flamenco dresses to bright yellow fans, Madrid is bursting with color. We've selected five colors inspired by Madrid's architecture, vegetation, and dress, to reflect Madrid's Olympic identity.
R179 G17 B54
C20 M100 Y82 K11
R240 G56 B20
C0 M92 Y100 K0
R255 G135 B38
C0 M57 Y100 K0
R254 G185 B38
C0 M29 Y100 K0
R44 G159 B162
C78 M17 Y38 K0
parts, patterns, and more.
The Olympic Games today are the only event which manages to bring our entire world together. Athletes come to the Olympic Games respecting the same rules, irrespective of social background, race, gender, sexual orientation, or political belief. In order to symbolize that the smaller parts of our world is more than the sum of our world together, we wanted to create a amalgamating pattern to represent these unifying games.
personifying the games with dynamic pictograms.
If you've ever been to Madrid, you'll probably have noticed the tile street signs and tiles on house walls that show pictures and tell stories. Although people might not notice them that much, they are part of Madrid's ancient history and just one of the oldest cultural goods of the area. In order to symbolize the tiled streets and homes of Madrid, we created fluid pictograms using parts of our pattern to illustrate different sports at the summer 2032 Madrid Olympics.
03 | STRATEGY
Olympics, sports, travel
logo and pattern placement.
Our emblem, pattern, and colors would act as signage for varying games at the Olympics. The versatility of our design scales to live on banners, way finding, athletic passes, and more. It is our hope that Madrid's visual identity would extend beyond athletic events and into the streets and homes of those living in and around Madrid. Although digital viewers were not our target audience for this experience, Madrid's visual identity would also serve well on digital streaming platforms like the NBC Olympic Channel.
04 | PROCESS
immersive RESEARCH, AND IDEATION
We began my immersing ourselves in Madrid life, taking virtual walking tours of the cobblestone city and watching countless short-form documentaries about Madrid's art scene, culture, and architecture. We also surveyed a few individuals who were Spanish decent to learn more about the history of Spain itself. After this, we synthesized our findings to narrow in on a few different pathways to carry out our design.
building an identity that illustrates
When it came time to begin designing, we went through a series of iterations that, well, didn't seem to capture Madrid in all it's glory. While we felt our typography and color choices were an apt way to depict the city, we had a hard time creating a logo that was both original and free-flowing.
TESTING OUR DESIGNS
Our first few rounds of design critique received a hard hand of criticism. From the feedback given, we found that overall functionality of logo was clumsy and a bit unoriginal. A few elemental changes were made to the design of our logo in order to appropriately reflect the energy of Madrid.
BRINGING EVERYTHING TO LIFE
After several rounds of meetings with design mentors and colleagues, we landed on a visual identity that easily "moved with Madrid." The designs were lively and kinetic -- they became an embodiment of a culture like Madrid that so effortlessly floods the city.
05 | REFLECTION
see you there.
While I've never been to Madrid, Spain, I came to learn through this project that Madrid is the heart of Spain. With great food, breathtaking arts, historic neighborhoods, and amazing culture -- it doesn't get anymore Spanish than Madrid. For a city as lively as Madrid, I believe it has a strong potential to be an unanimous bid for the 2032 Summer Olympics. And hopefully, we'll see this visual identity come to life. Madrid 2032, see you there.
Madeline Honig, Art Director
Jessica Rhee, Experience Designer