The branding project was for the 2016 Olympics to be 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 one looks closely, an “M” can be seen integrated in the bull! The different triangular planes in the logo allow a lot of versatility in use across various applications- print, web or TV.
(Some photographs are for representational purposes only)