Key milestone: Brisbane Games emblems to be unveiled mid-2023

With Queensland “technically at year one” in its 2032 Games schedule, the chief organiser is eager for the whole state “to be singing from the same hymn sheet”.

Brisbane’s 2032 Olympic and Paralympic Games emblems will be created by a locally-based agency, with the crucial designs to be unveiled in the middle of 2023.

The Brisbane office for VMLY&R delivered the winning bid for the key contract with a consortium of majority Queensland-based agencies, including Landor & Fitch, Kantar Public and First Nations consultancy, BlackCard.

Brisbane 2032 president Andrew Liveris said VMLY&R and the consortiums’ experience impressed the Games Organising Committee, having worked on multiple Olympic and Paralympic Games including Sydney, London, Rio de Janeiro, Nagano, Salt Lake City, Milano Cortina and Atlanta.

Brisbane 2032 president Andrew Liveris. Picture: Patrick Woods

“It is important to us that we engage organisations that understand, and ideally work within, the local market, have demonstrated capability to work on the global stage, and align to the values of Brisbane 2032, the International Olympic Committee and the International Paralympic Committee,” he said.

The deal is the second major announcement in a week for the 2032 Games, following the news that global executive Cindy Hook had been appointed as chief executive.

Mr Liveris said delivering the emblems and the visual strategy for the Games was a key milestone, with the designs set to be unveiled in the middle of next year.

A mascot will be further down the track, with Mr Liveris saying the community would also have the ability to be involved through community consultation, market research and market testing

“This is technically year one, and we’ve made really great progress,” he said.

“I’m anxious to get everyone on the same page, about what this means for South East Queensland, for Queensland and for that matter the country – I want us to be singing from the same hymn sheet.”

Brisbane 2032 president Andrew Liveris says delivering the emblems and the visual strategy for the Games is a key milestone. Source: Brisbane City Council

Mr Liveris said three First Nations student interns would be recruited through local universities to work with and learn from the brand design team.

“The approach to deliver the Brisbane 2032 Olympic and Paralympic emblems will include an Athletes of the Future panel, including 20 young athletes from a range of levels of competition with lived experience of disability and different cultural backgrounds,” he said.

VMLY&R managing director Adam Kennedy said the company was looking forward to being part of a critical step forward for the Games.

“We are honoured and humbled to be able to play this important role in setting the brand strategy and visual identity for the Brisbane 2032 Olympic and Paralympic Games,” he said.

“We know how important this opportunity is to the people of Brisbane, Queensland, and Australia.”

Mr Liveris said the visual strategy was vital as the quest to secure sponsorship ramps up over the coming years, and said he was impressed with how other cities, such as London, had used branding to showcase their Games.