As soon as the 2012 Games came to a close, attention shifted immediately from London to Rio. For many, the London Games logo (designed by Wolff Olins) fell short of expectations, despite its price tag of roughly $625,000. To be frank, the mark gives me the chills. Not because it's scary, but because I want to shake it off like it's a bug. Something about its jagged edges and broken pieces makes me uncomfortable. (Click on the link above if you want to see it.)
Thankfully, we now get to look at something more pleasing.
In my opinion, the Rio logo is both beautiful AND meaningful. It's the culmination of an incredible amount of thought, effort, and collaboration—that is to say, everything a logo should be. If asked, "Which logo will you remember 20 years from now?" I'm not quite sure what I'd say. If asked, "Which logo would you PREFER to remember 20 years from now?" I'd say "the Rio."