Credit: Amy Jordee Photography
The Olympic logo for Brisbane 2032 is complete after an agency consortium led by VML and Landor, with Black Card and Verian, won the pitch, AdNews can reveal.
The organising committee also confirmed at the AdNews Brisbane L!VE event that the emblem reveal is locked in for mid-2026.
The pitch win is the first major creative decision for the games and completes a competitive international procurement process that began in 2022 when the committee was established.
The brief covered global brand experience, local insight and First Nations knowledge, giving agencies scope to collaborate rather than compete.
Brisbane 2032 director of strategic engagement, brand and marketing communications Rebecca Masci said the winning pitch stood out because it reflected the consortium model the committee wanted.
“The strongest submissions were those that brought together local capability with lived Olympic and Paralympic brand experience,” Masci said.
VML and Landor brought extensive Olympic and Paralympic brand history, while Black Card contributed Queensland and First Nations expertise and Verian provided specialist creative capability.
Masci said the committee received submissions from around the world but kept a clear focus on ensuring local agencies played a central role.
The consortium’s remit goes beyond a single emblem.
It will build a full brand system that will shape the games from now through to 2032, including mascots, venue dressing, pictograms, merchandise and the broader visual look.
Masci said the ambition is to create an experiential brand environment, drawing on cues from Paris 2024’s public installations and fan experiences.
“Paris showed beautiful examples of this, like Champions Park and the public cauldron installation.
“That experiential storytelling is central to what we want to create.”
Masci also revealed the pitches that stood out most were from agencies who were clear in detailing their strengths and weaknesses.
“Especially combining local expertise with lived Olympic and Paralympic experience, inclusion of First Nations consultation, sustainability specialists and other unique values was also key.”
Brisbane 2032 CMO Brent Hill said the committee was very happy with the final result of the emblem, which he said would also create a dynamic.
“I’ve launched plenty of logos and I know the comments are coming,” he said.
“But genuinely, it reflects the Australian spirit, it’s clever, it’s versatile and we can work with it for years. Especially in digital applications.
“It’s not just an emblem, it’s a full brand system.”
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