Purpose in Motion: Branding Lessons from Paris 2024.
Unlocking the power of detail & symbolism in branding.
The Vision Behind the Paris 2024 Posters
On March 4, 2024, France unveiled the official Olympic and Paralympic posters at the Musée d’Orsay. Breaking from the minimalist trend of past Games, these illustrations feature over 40,000 characters, inviting viewers into a rich, immersive world.
Illustrator Ugo Gattoni worked hand-in-hand with the Games’ Organizing Committee to create visuals that:
Integrate sports into Paris’s urban fabric
Celebrate both the Olympic and Paralympic Games
Communicate the motto “Games wide open” with joy, diversity, and inclusivity
Three guiding principles drove the design: dynamic detail, imaginative storytelling, and joyful expression.
From Concept to Iconic Illustrations
After six months and 2,000+ hours of work, the diptych design emerged. The Olympic and Paralympic posters can function independently but combine to tell a seamless story.
The illustrations feature:
Official Olympic and Paralympic symbols: rings, agitos, Stoke Mandeville references
Paris 2024 highlights: mascots, Olympic Flame arrival, Mass Event Running, iconic venues
Landmarks and French icons: Eiffel Tower, Seine, Paris Metro, Marianne
40+ sports, including breaking, skateboarding, climbing, and surfing
Gattoni calls it a “city-stadium open to the world,” blending history, culture, and sport into one cohesive visual narrative.
Lessons for Brand Builders
The posters offer actionable strategies for brands aiming to elevate visual identity:
Differentiate with bold visuals: Unconventional design attracts attention while staying true to your brand.
Master the details: Layered storytelling and hidden elements boost engagement.
Treat visuals as art: Artistic imagery strengthens emotional connection and loyalty.
Invite interaction: Encourage audiences to explore and engage with your visuals.
Leverage symbolism: Icons and motifs reinforce brand values and narrative.
Small Moves, Big Impact
Explore untapped visual techniques your competitors haven’t used
Embed subtle details that reward closer inspection
Partner with artists or designers for unique perspectives
Create interactive campaigns to transform passive viewers into active participants
Use symbols aligned with your brand story to strengthen recognition
Bottom Line
The Paris 2024 posters prove that detail, storytelling, and symbolism can elevate brand imagery from ordinary to unforgettable. Brands that embrace these principles deepen engagement, strengthen emotional ties, and stand out in a crowded visual landscape.
Great design isn’t just decoration, it’s a strategy for loyalty, recognition, and impact.
