Since its opening in 1993, the Olympic Museum has housed the world’s most extensive collection of Olympic heritage, spanning over 2,000 years through artifacts, archives, photos, publications, and films. Mexican architect Pedro Ramírez Vázquez and Swiss architect Jean-Pierre Cahen designed the 11,000-square-meter museum spread across five stories, with an additional 12,000 square meters of outdoor space. Located in Lausanne, Switzerland, the Olympic Museum introduces visitors to the stories, art, history, and culture of the Olympic Games through its international exhibitions and events. It engages athletes, guests, students, artists, and a global network of connected museums while highlighting the Olympic values of respect, friendship, and excellence.
Recently, the museum presented a new visual identity designed by Studio Blackburn, a London-based firm. The prior design, which featured three columns and the Olympic rings, seemed jumbled. While the columns might have alluded to Greek architecture and Olympic ideals, the juxtaposition of the serif font, gray columns, and vibrant rings made the design appear disjointed.
The new logo presents a more uniform and harmonious appearance. The elements now complement each other well, with the colors of the columns and rings balanced. The image looks cleaner after the connection notches from the rings are removed. Furthermore, dividing the wordmark into two sections and removing “the” from the logo improves its alignment with the two symbols. The treatment of the “M” characters in the new logo is particularly noteworthy, as they visually connect the columns and give the design an unexpectedly sophisticated edge. This style lends the logo a refined, poised look, making it a powerful visual hook.
The Olympic Headline typeface, created by Julien Hébert, is part of the museum’s identity beyond its emblem. The museum creates a unique visual language by substituting the stylized “M” from the emblem for the regular “M” in the typeface. This small yet impactful alteration shows how much a single letter can influence the overall appearance.
The updated color scheme and graphic components also bolster the museum’s identity. Vibrant primary hues convey the energy of the Olympic Games. The new logo’s geometric shapes and clean lines inspired the graphic elements, giving all branding materials a unified, contemporary look.
Overall, the Olympic Museum’s redesign shows a careful and well-coordinated approach to visual identity. The new logo and related graphic components successfully communicate the museum’s mission and values, providing a visually appealing and memorable brand. The rebranding effort presents the Olympic Museum as a modern, engaging organization that upholds the rich legacy and culture of the Olympic Games.
