POSTED: February 10th 2016

Olympics: Paris 2024 launches new logo on the Arc de Triomphe

The Arc de Triomphe with the new branding © Paris 2024
The Arc de Triomphe with the new branding © Paris 2024

Paris 2024 Logo for Summer Olympic and Paralympic Games Bid © Paris 2024
Paris 2024 Logo for Summer Olympic and Paralympic Games Bid © Paris 2024

DR. ERIC C. SCHWARZ / Sports Features Communications

(SFC) Representatives in Paris, France today revealed its logo for its promotion of their bid for the 2024 Summer Olympic and Paralympic Games. 

The Paris 2024 logo was designed by Dragon Rouge, an independent design agency that has its headquarters in Paris - and was unveiled at the time of 20:24 today with it being projected onto the Arc de Triomphe, with hundreds of spectators in the city center of Paris looking on. 

The new branding was created in line with the vision for the Paris 2024 bid - representing the dynamism, radiance and openness of the city - with a modern interpretation of the Eiffel Tower.  It also is a depiction of the number '24' that serves a dual purpose - celebrating the centenary of the last time Paris hosted the Games in 1924, and their focus on the future through the identity's contemporary treatment.

Speaking on behalf of the Paris 2024 bid committee, Co-Chairman Tony Estanguet said, "We believe this identity is a symbol of Paris as an international destination for innovation, creativity and aspiration, and it is a city that would be honored to host the Olympic and Paralympic Games in 2024.  The colors and style of our bid emblem also evoke Paris' great diversity and our commitment to promoting this across France and around the world in line with positive Olympic values."

Co-Chairman Bernard Lapasset elaborated by saying "the new visual identity of the Paris 2024 campaign reflects the values and ambitions of our bid. We believe this logo captures the essence of Paris as a forward-thinking, modern capital city that is also proud to celebrate its rich culture and heritage.  As we progress in our campaign to host the Games in 2024, it is wonderful to be here in the heart of the city with thousands of Parisians and people from all over to world to see our bid logo displayed on an iconic global landmark."

The Mayor of Paris Anne Hidalgo added "The new bid logo showcases the beauty and elegance of Paris whilst also highlighting the city's status as a modern, dynamic and cosmopolitan global hub - a creative and inspiring center that is constantly evolving and reinventing itself.  Our Paris 2024 identity reflects that we are a city and nation on the move, a place that offers the world a warm welcome and a destination that can create a wonderful Olympic celebration in 2024."

**DR. ERIC C. SCHWARZ is a tenured Senior Lecturer of Sport Management at Victoria University in Melbourne, Australia.  He has been an academician for 16 years in the areas of sport business management, international tourism, and hospitality management - with special focus on the areas of sport marketing, sport finance, tourism, and facility/event management.  He speaks globally and is the author of numerous publications in these areas, as well as been actively involved in consulting projects working with a multitude of sport and community organizations ranging from grassroots efforts to hallmark events.

Keywords · Olympics · Paris 2024

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