Inclusive rebranding for the International Olympic Committee

On 20 July 2021, the International Olympic Committee decided to add the word Communiter (Together) to the famous motto of the Olympics, “Citius, Altius, Fortius” (faster, higher, stronger), taking the side of civil rights in terms of inclusion and solidarity. Starting from the impulse to apply the directives of the IOC to the Olympic brand, we wondered how effectively the logo of the five circles seeks the new motto and the whole global community. Thus surpassing the canonical and dated definition of “continent”, our approach was that of a global community with a single circle composed of the fusion of colors (peoples) and open to inclusiveness.