For each edition of the Olympics, a new logo is created, retaining the iconic and well-known rings that characterize them. Each host country decides to create its own logo or identifier, and Paris 2024 is no exception.
The Paris 2024 Olympics logo combines the most iconic symbols associated with the Olympic Games, which are the medal and the torch, to create an image of Marianne representing the French Republic.
Marianne is the representative and allegorical figure of the French Republic, born in the revolution of 1799. She embodies the values of freedom and brotherhood and symbolizes the strength of women moving forward, as we refer to the famous painting we have all seen: “Liberty Leading the People” by Eugène Delacroix.
The organizing committee stated in a release that the use of Marianne is a nod to the heritage of sport, meaning that thanks to the revolution, they were allowed to compete for the first time in the 1900 Olympic Games and that it is also a tribute in general to the athletes. The committee also explains that Marianne represents “the revolutionary spirit” of the Games, and the fact that the Games belong to the people.
For the identity, a typography that takes elements characteristic of art deco inspired by the signage of the Paris metro is used. This typography is developed in different weights to be able to adapt to the processes needed and the necessary applications.
With such versatile typography and identity, they support digital media by allowing the identity to also be presented with the ‘dark mode’ that can be enabled when needed. For those unfamiliar with dark mode, it is enabled to save battery on devices by turning the background black.
With the use of an identity which features a woman in its image and the shared use of elements for the Paralympics, the identity promotes a clear movement towards much more inclusive games.
To understand what the mascot of the Paris 2024 Olympics is, we need to know about the French Revolution of 1789, a time when small and very traditional Phrygian caps (bonnet phrygien in French) were worn. The mascot takes its shape from this element, highlighting the soft red texture. During the French Revolution, the cap was worn as a symbol of freedom and to celebrate the new republic.
What is the name of the Paris 2024 mascot?
he mascot for the Paris 2024 Olympics comes from the Phrygian caps (bonnet phrygien in French) worn during the French Revolution. The name of the mascot for the Paris 2024 Olympics is Phrygie, as it was decided that it would be an object rather than an animal because it is a very important element for the French, as Tony Estanguet, president of the organizing committee, commented on November 14, 2022.
“We chose an ideal instead of an animal. We chose the Phrygian cap because it is a very strong symbol of the French Republic. For the French, it is a very well-known object that is a symbol of freedom.”
These are the graphic elements that will be featured in the Paris 2024 Olympics. In our opinion, some are accurate, others like the mascot may not communicate to everyone but do inform about the importance of freedom and symbols for the French.
What do you think? Do you like the new communication and mascot for the Paris 2024 Olympics?
The Golden Circle is a concept presented as a circle, like its name suggests, with layers similar to onions and ogres. The three layers represent the questions: why, how, and what. The theory suggests that by answering these three questions, a company can understand the purpose of its business.
The Golden Circle is mentioned in the book Start with Why by Simon Sinek. In the book, Sinek discusses how crucial it is for brands to know why they were created and how this understanding helps them grow.
The 3 Layers of the Golden Circle
Each layer represents the questions: why, how, and what. Although they seem simple, they are a great exercise to understand a company’s purpose. In Start with Why, Sinek advises companies or their leaders to use the Golden Circle starting by addressing the why.
Golden Circle: Why?
In the first layer of the Golden Circle, Simon Sinek suggests that this is where you need to write down the purpose of your business. We must identify the reason for the existence of this business or venture, what drives and motivates all actions. This is the company’s purpose.
If the company truly identifies its why, everything moves naturally and flows. For this reason, it is the starting point for businesses—if you know why you are doing it, it gives you a direction for your entire business or venture.
Golden Circle: How?
In the middle layer of the Golden Circle, we determine and establish the strategies we will apply to achieve results aligned with the company’s purpose. This is where the company’s action or work plan is located and should always align with the company’s values.
Golden Circle: What?
In the last layer of the Golden Circle, Simon Sinek points out that this is where we must specify what the company sells or does. This layer of the Golden Circle is the easiest to understand because it involves the product or service the company sells.
Why Have the Golden Circle?
Having the Golden Circle is essential for an organization, especially if it is not clear about the reason for its existence. Having this information and understanding it allows you to conduct various marketing and communication campaigns, thus achieving better results.
By leveraging the Golden Circle, we can achieve various objectives and facilitate decision-making and good outcomes. Some of the impacts on your business include:
Inspiring Communication
Starting with the why can make all your communication exciting, impactful, and inspiring, increasing loyalty through a sense of belonging.
Example: Apple doesn’t just sell computers; it promotes challenging the status quo and innovation, resonating with a certain profile of customers.
Brand Strategy
Having a why helps the brand to be strong and coherent, achieving omnichannel presence as previously shared, which allows you to have a brand narrative that communicates clearly and maintains good communication.
Example: Patagonia, the clothing brand, achieves good communication focused on its purpose of sustainability and environmental protection, reflected in all its corporate actions, marketing, and products.
Differentiate from the Market
When you compete only by product (the “What”), you will likely compete on price. However, if you have a “Why” and “How,” you begin to compete on different variables.
Example: Southwest Airlines is distinguished not only by its low-cost flights (the “What”) but also by its commitment to friendly service and the democratization of air travel (the “How” and “Why”).
Customer Loyalty
Customers are more likely to become loyal and advocates for the brand if they can identify with the purpose, the Why of the company. This simplifies customer satisfaction.
Example: Tesla customers feel part of a larger mission towards sustainability and innovation in mobility.
Do you already know your Why, do you know why your company does what it does? If not, we recommend you start today and begin applying it.
El golden circle es un círculo, como lo dice su nombre, con capas como las cebollas y los ogros. Las tres capas representan las preguntas ¿por qué?, ¿cómo? y ¿para qué?. La teoría dice que resolviendo estas tres preguntas, una empresa puede entender el propósito de su negocio.
Cada capa representa las preguntas ¿por qué?, ¿cómo? y ¿qué? Y aunque parecen preguntas sencillas, es un gran ejercicio para entender el propósito de la empresa. En el libro Start with Why (empieza con el porqué) Sinek recomienda que las empresas o líderes de las mismas utilicen el golden circle empezando por resolver el porqué.
Golden circle ¿Por qué?
En la primera capa del círculo dorado, Simon Sinek indica que aquí es necesario escribir el propósito de tu negocio. Debemos identificar el motivo de la existencia de este negocio o este emprendimiento, lo que empuja y motiva todas las acciones. Este es el propósito de la empresa.
Si la empresa realmente identifica el porqué todo se mueve naturalmente y fluye, por este motivo es el punto de partida de los negocios, si sabes por qué lo haces te da un norte para todo tu negocio o emprendimiento.
Golden circle ¿Cómo?
En la capa intermedia del círculo dorado es donde debemos de determinar y bajar las estrategias que vamos a aplicar para lograr los resultados y que estén alineados con el propósito de la empresa, ese es el por qué. Aquí es donde está el plan de trabajo o acción de la empresa, debe de estar siempre alineado a los valores de la empresa
Golden circle ¿Qué?
En la última capa de círculo dorado Simon Sinek nos comenta que en este punto debemos poner lo que vende la empresa o lo que hace, esta capa del círculo dorado es la más fácil de entender de todas ya que es el producto o servicio que vende la empresa
Por qué tener el circulo dorado
Contar con el círculo dorado para una organización es esencial, especialmente si no tiene claro el motivo de su existencia. Contar con esta información y entenderla te va a permitir hacer diversas campañas de mercadotecnia y comunicación teniendo así mejores resultados
Cuando aprovechamos el círculo dorado podemos lograr varios objetivos y facilitarnos la toma de decisiones y buenos resultados alguno de los puntos que impactan en tu negocio son:
Comunicación inspiradora
Si comienzas con el Why (por qué) podrás lograr que toda tu comunicación sea emocionante, impactante e inspirador, logrando mayor lealtad a través de un sentimiento de pertenencia
Ejemplo : Apple no vende computadores, promueve desafiar el status quo y la innovación, esto resuena con cierto perfil de clientes
Estrategia de marca
Contar con un Why (por qué) ayuda a la marca a ser fuerte y coherente, lograr la omnicanalidad como ya te hemos compartido con anterioridad, lo que te dejará tener una narrativa de marca que comunique claramente y logres tener una buena comunicación
Ejemplo: Patagonia la marca de ropa logra tener una buena comunicación la cual se enfoca en su propósito de sostenibilidad y la protección del medio ambiente y esto se refleja en todas sus comunicaciones en todas sus acciones corporativas, mercadotecnia y sus productos
Diferenciate del mercado
Cuando compites solamente por producto (el “What”), muy seguramente vas a pelear por precio, pero si cuentas con un “Why” y “How” comienzan a competir con otras variables
Ejemplo: la aerolínea Southwest Airlines se distingue no solo por sus vuelos baratos (el “What”), sino por su compromiso con el servicio amigable y la democratización de los viajes aéreos (el “How” y “Why”).
Lealtad de clientes
Es más posible que los clientes se vuelvan leales y defensores de la marca si logran identificarse con el propósito, el Why de la empresa, esto vuelve más simple la satisfacción del cliente.
Ejemplo: Clientes de Tesla se sienten parte de una misión más grande hacia la sostenibilidad y la innovación en la movilidad.
Creating a logo and having a company does not mean you have created a brand. Building a brand is more complex compared to other elements that are needed.
To understand how to create a brand or branding, we first need to understand the difference between a logo and a brand.
What is a logo?
A logo is the symbol or identifier that represents a company, which can be presented in different forms, such as a logotype, isotipo, imagotipo, or isologo.
What is a brand?
A brand is the set of actions and strategies that penetrate a market to make users recognize and fall in love with the brand.
What to do to create a brand?
Creating a brand requires a lot of work and vision. Coherent, clear brands that know where they are going help users to identify and connect with them, and for this, we must work on the background. Here are the points to evaluate:
Define a value proposition
Having a well-defined value proposition will serve as a guide, as it will allow you to focus efforts to clearly reflect what the brand represents and why it exists.
Create your mission
Having a well-written mission allows you to define the brand’s reason for existence and what we want to achieve with the company. A company’s mission sets the path for the short and medium term.
Define your vision
The vision will allow you to achieve the impact you want to reach in the long term.
Brand persona
Create a brand persona in which you manage to define how the brand talks, how it looks, who it is, what it likes, what it fears, and what it wants to be. Defining the brand as a person gives you clear tools to treat it as such and thus achieve a very good connection with the end buyer.
Create a graphic system and communication system
Having a clear structure of graphic elements and a clear structure of tone of voice and communication is a super useful element to achieve a very good brand.
Having all these elements is not enough; you must also start creating clear strategies for communication, advertising, and even experience, to achieve all this and make it work properly you should use the guides or tools we talked about a moment ago.
With a good communication and marketing strategy that is coherent and clear, touching elements that excite or generate empathy with your ideal buyer or user, you will start to create an impact and over time if you continue with this, you will manage to create a brand.
Are you already working to create a brand? Or do you still have questions about how to achieve it?
Creating a marketing campaign involves many aspects, one of the most important being design. Being crucial and the first to catch the eye, it becomes an element that must be handled with great care, and for this, we have graphic systems.
What is a graphic system?
A graphic system refers to all the aesthetic elements that accompany a brand and everything that happens around it. Creating a brand with many graphic elements that comply with specific color schemes, shapes, and figures that can be identified as part of the brand is essential.
Having a brand with an extensive graphic system is fundamental for achieving good results because when the brand is poor in terms of graphic system, it becomes monotonous and boring.
A deficient graphic system can be a significant problem since if it is not a structured and clear graphic system, every content or artistic piece we generate will not seem to be from the same brand, and on the contrary, it will appear as different brands, which can cause problems of brand identification and positioning.
Having a clear, functional, and extensive graphic system allows us to create graphic pieces that adapt to the various communication channels we have, thus ensuring that your campaigns adapt efficiently and clearly regardless of the formats, thanks to the variety of formats that the brand will have in communication.
Un sistema gráfico hace referencia a todos los elementos estéticos que acompañan a una marca y todo lo que sucede a su alrededor.
Benefits of a Good Graphic System
Top of Mind
Having a good graphic system will enable you to have very good communication with your users. Not only that, if done correctly, it will make them remember you more often.
Recognition
Graphic systems are useful so that within your content and publications you do not have to put the logo everywhere and look like a cheap brand, but rather, they recognize you simply by your photographic style quickly.
Professionalism
Having a complete and extensive graphic system that truly complies with a clear structure will give your brand a touch of professionalism that you cannot acquire in any other way.
Is your graphic system extensive and clear, or do you just create what you think will work at the moment?
Today, everyone wants to grab the public’s attention and be immediately recognized, which is why they constantly create strategies and changes. However, they often overlook one of the strongest tools for marketing: emotion.
Thanks to the study of neuromarketing, we have identified that most of our purchases are based on emotions and we do not rationalize them until later. As a brand, using emotions to our advantage will allow us to achieve unexpected results.
What is Emotional Branding?
Emotional branding, or emotional marketing, involves a series of actions that emotionally engage the consumer, thus creating a relationship between the product and the consumer. Emotional marketing aims to create content that appeals to and connects with the consumer’s mood.
The use of emotional marketing is employed for advertising campaigns and, as the name suggests, branding is a series of actions. It’s complicated to achieve with a single action since each advertisement, each campaign builds that link with the brand to later achieve conversion.
Emotional marketing is not new; it has been around for 20 years since it was first mentioned by Marc Gobe in the book Emotional Branding.
Emotional Branding and Maslow’s Pyramid
Maslow’s Pyramid shows how we behave and what the needs of human beings are. This pyramid indicates that we cannot climb the ladder until we have met the objectives of each step. Applied in marketing, Apple has been a brand that has managed to create emotional branding working from the same pyramid, not linearly, but every time it finds the opportunity, it appeals to one of the essential points of the pyramid.
Components of Emotional Marketing
Emotional marketing must fall into one of the following archetypes to really know that we have achieved the goal. These archetypes were identified with quantitative research by the marketing agency MVLM:
Improve. With the use of the product or brand, you will be able to improve, whether physically, emotionally, intellectually, or economically, no matter which, as long as you become better.
Satisfaction. The product or service meets expectations and not only that, it exceeds them, leading the user to an unforgettable experience.
Ritual. When the brand integrates into the user’s daily life to the extent that it becomes a ritual for the user.
Nostalgia.
When the brand connects with the user’s memories being associated with strong feelings, this is achieved with products with which a person grows up.
Identity. When the brand becomes part of the identity of a person or a culture is when it begins to resonate strongly with the market.
Emotional Branding Appeals to ETHOS, PATHOS, and LOGOS
When we manage to balance these three points is when a brand becomes emotional and strong. These techniques are characterized by these three rhetorical arguments:
Ethos
Appeals to Credibility Achieve credibility by assuring users that what you say and offer is true. Ethos in branding or emotional marketing can come in different forms, from expert quotes to testimonials, you can also use case studies or even give examples of how things have been achieved in the industry with your product or service.
Pathos
Appeals to Empathy Pathos motivates the consumer to take action with a sense of urgency, with the idea that they might miss the opportunity to obtain it or not belong to a group. You must be careful that the user does not feel that they are being manipulated.
Logos
Appeals to Logic and Reason The most persuasive pillar of the three and most dependent on the rest. Showing only facts, statistics, or product improvements is usually not what drives the user to buy, but showing them what your product can do for them and achieving empathetic communication to appeal to their logic is where you will find results.
By applying emotional branding, you will achieve results that you did not expect, from greater brand acceptance to an increase in your ROI, all thanks to emotional branding. If you manage to appeal to emotions and do good work with your clients, you will achieve a brand that endures over time.
