The branding project was for the 2016 Olympics to be hypothetically held in the city of Madrid, Spain (unfortunately, Spain lost the bid). Special event icons and a unique three-in-one poster were part of the collateral developed for the event. The inspiration of the main logo came from the virility and strength associated with bullfighting (without glorifying the gory cruelty to the bulls) of Madrid with the cubism of a native of Madrid, Picasso. Being a true world sporting event, the logo had to show power, movement and glory. Hidden in the form, if you look closely, you can see an “M” buried in the bull! The different triangular planes in the logo allow a lot of versatility in how to use it in various applications- print, web or TV.