Brisbane 2032 Olympics: Andrew Liveris delivers first keynote

Brisbane’s 2032 Olympics organising committee boss has delivered his maiden speech – and kicked off the search for the city’s new global image.

Brisbane is a step closer to designing the 2032 Olympics mascots and emblem, as the Games’ planning boss declared the city must capitalise on the rare opportunity of the event to deliver tourists and businesses.

In his maiden speech since taking the role, Brisbane 2032 Olympics and Paralympic Games Organising Committee president Andrew Liveris launched the first major contract for the event, inviting brand agencies to come forward and pitch for the prestigious role of creating the logo, emblem and mascots.

He said the branding for Brisbane 2032 would focus on attracting tourists and businesses well before the Games take place, and set the city up as a global drawcard in the years after.

“We want to deliver a compelling brand that reminds the world why they should come to Brisbane, stay and do business in Australia,” he told the Queensland Media Club on Wednesday.

“South East Queensland’s superpower is our lifestyle, our ingenuity, our innovation, our entrepreneurship and our hospitality.

“To help us communicate our unique blend to the world in an increasingly crowded and noisy market, we will unite this message under the Brisbane 2032 brand.”

Mr Liveris said the community would be invited to contribute to the construction of the mascot and branding, which would be displayed on stadiums and uniforms.

Brisbane 2032 Olympic and Paralympic Games Organising Committee president Andrew Liveris gives his first keynote address at the Queensland Media Club on Wednesday. Picture: David Clark

“We want the Brisbane 2032 brand to reflect who we are as a region, state and nation,” he said.

“To do that, we need to hear from the community, industry, First Nations peoples, Paralympians, Olympians and beyond.

“We will be coming to members right across our community in various ways throughout the process to get your ideas, and the winning agency will encapsulate this aspiration into the design of the brand.”

The planning committee was given access to a transition logo in the first stages of preparing for the Games, but the organising committee board president said it was not a practical logo to attract ongoing interest.

“We need Olympic and Paralympic emblems that can be used across all our digital and physical materials and channels, as well as the venues and field of play in 10 years’ time,” Mr Liveris said.

“The Brisbane 2032 Olympic and Paralympic emblems are the first step in delivering all the elements required to establish the brand, with many subsequent brand assets to be unveiled over the coming decade, including the mascot, licensing product, sport pictograms and more.

“We want to build a compelling brand that will attract a premium for merchandise, broadcasting, sponsorship, and drive ticket sales.

“A clearly defined brand that articulates our unique selling point as a Games and a region will be critical to separate ourselves from other mega sporting events in the market.

“We cannot expect to rely on the value of the Olympic Rings and Paralympic Agitos alone.”

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