Laura Duval

Identity + Concept

 

The Olympics are a televised exhibition of bodies in motion. To create a brand identity for the 2024 Olympics, I developed a design system based upon the rule of thirds in which action shots of Olympians are stretched or distorted in ways that simulate movement. Each poster manipulates a single image in three different ways, representing the three successive steps that any competitor must take on the way from start to finish: takeoff, flight and arrival. I used the visual language generated by this system to create posters, signage and typography for the 2024 Olympic Games.