There are many ways to describe Paris 2024 – people-focused, disruptive, elegant, enthusiastic, impassioned, idealistic, audacious, rational – but really, the brand is just quintessentially French. It combines images with playful audacity. It juxtaposes modernity with timeless heritage. It draws on a whole spectrum of inspiration and operates where boldness meets originality. It promotes a positive, fraternal image of sport that is deeply in touch with reality.

The Paris 2024 brand is composed of five indivisible elements that guide our actions and reflect who we are.

Whether it’s focusing on a particular motion or a powerful attitude, momentum that can be felt or grace that can be seen, Paris 2024 offers a creative and curious take on these everyday movements that inject energy into both sport and life itself. By combining them with unexpected elements from architecture and the environment, they take on a strength or convey a different kind of poetry, which gives our images a unique angle.

Reflecting architectural prowess, an invitation to the world, a nod to Art Deco and a triumphant symbol of victory, the arch combines a multitude of influences and cultural references.
The drawing of the arch, a core element of the Paris 2024 brand identity, reflects a geometric and minimalist version of the Arc de Triomphe using just basic lines. Flexible and coherent, it opens a number of different visual registers – epic, joyful, dynamic, disruptive and often poetic.

Paris 2024 also includes a number of institutional brands that extend the reach of the Games well beyond the sporting world into schools, local authorities, non-profit organisations and institutions so the positive impact of the Games is felt far and wide. There are currently three other brands, with others set to follow over the coming months. Their graphic identities focus on 2024 to underscore the initiatives rolled out each year until the Games.

An invitation to all young people in France

Generation 2024 is the educational programme of the Paris 2024 Olympic and Paralympic Games to increase the amount of physical activity young people have in their daily lives by getting them involved in sport as well as introducing them to the culture of sport and its values. The visual identity draws on the symbol of an amphitheatre and ripples spreading out to communicate the joy of learning through sport.

Spreading the spirit all throughout France

Towns, cities, regions, departments, clubs and federations around the country are bringing the Games to life through the Terre de Jeux label. Everyone on the ground is coming together, driven by the same desire to promote sport. The visual identity harnesses the symbol of an arch rippling out in waves to reflect the enthusiasm for sport that is spreading through France.

Changing the rules of the game

For all athletes, institutions, local authorities, politicians, clubs, federations and local media outlets that leverage sport for its social impact in improving health, education and civic engagement. The visual identity uses stickers to celebrate our commitment and initiatives in action.