To create a brand that represents Rio de Janeiro in the 2016 Olympic Games Bid.

As a symbol, we chose Sugar Loaf, a stunning mountain on the seashore, representing the natural richness of Rio de Janeiro. The design as a whole conveys a heart shape, representing Brazilians' passion and enthusiasm for sports. Through its mirroring effect, the symbol also forms a stylized clover, associated with the lucky idea of everyone striving to surpass limits and fulfill dreams. Linked to the typographic solution - with the exclamation mark incorporated into the number ‘1' - it results in a mark that perfectly represents the people's expectations and enthusiasm for the opportunity to host the Olympics.

Researches show that Rio is the city with the major popular support for the Olympic Games Candidature. This could be noticed during the visit of the International Olympic Committee when the entire city and the people were dressed with the brand look.

The brand was literally adopted by Brazilians. It could be seen everywhere from flags in a crowded Maracanã to the most popular events such as the Carnival Parade and the New Year's Eve at Copacabana, where a 36-meter wheel was built with the brand on it to project the countdown to 2009 for 2 million people.