Home of the Olympics

At its heart, the Olympic podium marks the final steps of an athlete’s lifetime journey. The pinnacle of years shaped by sacrifice, ambition, and belief. Those three steps carry a story far bigger than the moment itself. Our idea was not to change that meaning, but to deepen it by fusing journey, ambition, and symbolism into a single, enduring visual idea for the Olympic Games.

From its initial inception as a symbol for the games 10 years ago, we had the opportunity to evolve The Podium into a living, expressive system that became a generator of energy rather than a static symbol. A timeless mark we discovered that is solely ownable to The Olympics. We gave it new meaning by building anticipation, energy and momentum into the mark, liberating it with a distinct motion system. It stretches and adapts to the scale of the Games, from intimate human moments to global spectacle.

From the balletic pirouettes of ice skating to the sharp, shifting turns of the slalom. Its three steps become a symphony of intelligent data, revealing stats or drawing the eye to key moments in play. Our principles of ascension, dimensionality, and liberation create staggered, arcing, and orbital movements to reflect the pinnacle of sporting achievement.

Across live sport, promos, titles, junctions and advertising, the identity delivers a choreographed and seamless handover between platform brands and Games time. The liberated podium creates an energetic gear shift, signalling moments of heightened drama and focus. By bursting open the podium to unleash its full potential, the new HOTO identity becomes a dynamic, scalable system — one that elevates the experience of the Olympic Games today and is built to evolve for the future.

A defined global design system that flexes at Games time through localisation. Bursts of vibrant colour and considered art direction punctuate the action, while bespoke palettes and image treatments reflect each host city – from the icy, high-contrast tones of Cortina to the sun-drenched warmth of Los Angeles. Medal states let the podium celebrate wins, and controlled colour supports both technical moments and explosive highlights. The result is a system that adapts effortlessly.