Buenos Aires Olympics

This branding for the Buenos Aires Olympics captures the city’s dynamic spirit by blending history, sports, and urban art into a cohesive visual identity. The logo, derived from a key element of the 1580 Buenos Aires coat of arms. This mark reimagines the historic Cross of Calatrava — once a symbol of colonial dominance — turned on its side to represent Buenos Aires’ evolution. What was once a static emblem of control is now a dynamic symbol of change, resilience, and forward movement, honors the city’s history while symbolizing unity and competition.

The posters focus on the core of each sport, showcasing balls and equipment in striking compositions that emphasizes energy. The color palette, inspired by the vibrant street art of Buenos Aires, infuses the designs with a bold and expressive aesthetic, reflecting the city’s passion for creativity and movement.

From medals and banners to tickets and social media, every element seamlessly integrates tradition and modernity, creating a visual language that celebrates both the athletic and artistic spirit of Buenos Aires on the global Olympic stage.