The Olympic Museum in Lausanne, Switzerland, is home to over 100,000 treasures from the Olympic Games, including every torch from the Games since 1936. For Studio Blackburn, the museum was a client with countless variables and moving parts. The Games have a long history that has involved many sports and countries, thousands of athletes and the emotional quotient of billions of fans over many years.

“Everyone has their own interpretation of what the Olympics means to them; it’s such a recognizable brand. Capturing the rich history was just one element of the project,” SB creative director Mark Jones said in a It’s nice that article. “We had to create something that would create an emotional connection with a large audience.”

The museum needed to align with the official Olympic Games brand, which you can read more about here . That meant designers at Studio Blackburn had to choose one of three already approved faces for the project. They chose Olympic Headline for its “pillar-like quality,” then tweaked the M to make it more similar to the set of three pillars used in the original identity. The designers also tweaked those pillars to make them more striking and reproducible in small formats.

The new identity has a coherence and elasticity that the old system lacked. It has the flavour of Olympic history, but at the same time looks bold and modern.

Read more at studioblackburn.com