专访Camile Yvinec:运动与法式优雅的完美融合--巴黎2024年奥运会的品牌形象战略  

INTERVIEW WITH CAMILLE YVINEC:FUSING SPORT AND CELEBRATION WITH FRENCH ELEGANCE-PARIS 2024 OLYMPICS'BRAND STRATEGY

出　　处：《包装与设计》2025年第1期12-35,共24页Package & Design

摘　　要：“不管人们是否意识到这一点,在巴黎2024年奥运会中,我们的设计始终服务于品牌信息的传递,每一个元素都经过深思熟虑,为奥运会的总体叙事做出贡献。”"紫色的跑道、遍布全城的粉色导视标识、时尚悦目的视觉图形、憨态可掬的红色吉祥物、象征荣誉徽章的体育图标、令人赏心悦目的体育场馆、成千上万运动设备的装饰设计、随处可见的欢快粉色……巴黎2024年奥运会吸引全球40亿观众目光的,不仅是激动人心的赛事,还有其精彩的品牌形象!但观众可能不知道的是,要做好堪称世界上最庞大、最复杂的设计项目一一奥运品牌设计并非易事,尤其对于秉持“奥运更开放”(Games Wide Open)理念、全程将体育赛事与城市历史古迹结合在一起、有1.5万个销售点和1,020场体育比赛的巴黎2024年奥运会来说,其品牌设计任务更是格外具有挑战性。At Paris 2024,design consistently served the brand message,whether people consciously noticed it or not.Every element was thoughtfully rooted in storytelling,contributing to the overarching narrative of the Games."The purple tracks,pink signage throughout the city,visually appealing graphics,the charming red mascot,coat-of-arms-like sport pictograms,aesthetically pleasing sports venues,decorative designs for thousands of sports equipment,and the ubiquitous joyful pink..The Paris 2024 Olympics attracted the attention of 4 bilion audience worldwide not only because of the thriling competitions,but also its stunning brand identity!However,what the audience may not know is that executing what is arguably the largest and most complex design project in the world-Olympic brand identity design-is no easy task.This is especially true for the Paris 2024 Olympics,which adheres to the philosophy of "Games Wide Open",integrating sports events with the city's historical landmarks,featuring 15,o00 sales points and 1,020 sports events,making the brand identity design task particularly challenging.

关 键 词：奥运会 体育比赛 历史古迹 视觉图形 体育图标 体育场馆 装饰设计 品牌设计 

分 类 号：G81[文化科学—体育学]