How do you reinvent the image of a city that the world already sees as a masterpiece? For the Paris 2024 Olympic and Paralympic Games, W Conran Design faced the challenge of celebrating Paris without resorting to tired postcard imagery.
Instead, the agency crafted a bold and contemporary design system—modular, dynamic, and rooted in the lived reality of Parisians.
At the heart of the concept lies an unexpected but deeply Parisian inspiration: the pavés, or cobblestones, that shape the city’s most emblematic streets. This everyday yet powerful symbol of movement, resilience, and heritage became the foundation for a design that marries tradition with modernity.
The resulting visual identity, known as the “Look of the Games,” is not just decorative—it’s adaptive. It flows naturally across venues, seamlessly integrating into the fabric of the city: from the arches of historic stadiums to the glass walls of airports, from vibrant fan zones to the uniforms worn by thousands of volunteers. It allows each location to speak with its own voice while staying connected to the overall spirit of the Games.
More than just branding, this is a statement. A celebration of a living, breathing Paris—one that is proud of its roots, open to the world, and ready to host a global event with style, clarity, and purpose. Designed with Parisians in mind, and made to be experienced by all.
AWARDS
D&AD 2025
- Black Pencil in Spatial Design
- 2 Bronze in Graphic Design
One Show 2025
- Bronze in Experiential & Immersive
- Bronze in Integrated & Omnichannel
CREDITS
Client: COJOP (Comité d’Organisation des Jeux Olympiques et Paralympiques) de Paris 2024. Creative and Design Agency: W Conran Design, Paris.
