The 2032 Summer Olympics (officially known as the Games of the XXXV Olympiad) and the 2032 Summer Paralympics, both generally referred to as Brisbane 2032, are two upcoming international multi-sport events scheduled to take place from 23 July to 8 August 2032 and 24 August to 5 September 2032 respectively, in the cities of Brisbane, Gold Coast and Sunshine Coast in Queensland, Australia.
2021[]
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The first brand for Brisbane 2032 debuted in a video from the Australian Olympic Committee in June 2021, detailing their Olympic & Paralympic Games bid.[1] The transitional emblem consists of the text 'Brisbane', 'ASPIRING TO HOST THE OLYMPIC AND PARALYMPIC GAMES 2032' and the Tourism & Events Queensland wordmark, flanked by the Australian Olympic Committee and Paralympics Australia logos.
While applicants for prior games wouldn't proceed such a bare-bones visual identity, those of 2032 onwards were subject to a new bidding format which discontinued head-to-head elections. Brisbane was also the lone candidate for these games; being universally recommended within the International Olympic Committee. The need for a robust brand was ultimately unnecessary, however the bid still required an emblem to meet basic branding requirements.
This emblem format would later become a new standard for those pursuing hosting rights for the games. South Korea's Gangwon Province previously used this approach when applying for and being awarded the 2024 Winter Youth Olympics Games in 2019, and the host aspirant emblems for the French Alps 2030 and Salt Lake City-Utah 2034 Winter Games followed the example set by Brisbane.
2021–present[]
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Brisbane was awarded hosting rights to the 2032 Olympic and Paralympic Games on 21 July 2021, during the 138th IOC Session in Tokyo, Japan.[2] An updated emblem took effect after the announcement to represent the Brisbane Organising Committee for the 2032 Olympic and Paralympic Games (BNEOCOG) and Brisbane 2032 in Olympic and Paralympic media.
Like the prior emblem, this would become the prevailing format for interim emblems, with French Alps and Salt Lake City-Utah adopting Brisbane's layout.
Emblem on flag held by Brisbane 2032 bid committee members
Tokyo, 21 July 2021
June 2024–present[]
In early June and ahead of Paris 2024 and the Los Angeles handover, the Brisbane 2032 brand was given a substantial refresh[3]; introduced with a brand video and the establishment of the event's official website and social media channels. The update was informed by a lengthy period of public consultation, which laid out a set of themes which will define Brisbane's games going forth:
- The diverse environment of the area
- Australia's First Nations cultural heritage
- Queensland's hospitable people
- A universal love of sports
No new emblem was introduced at this stage, but a solidified tone of voice, colour scheme and typography were established, as well as the overarching brand statement: 'Shine brightest. Together.' Many of the elements introduced are likely to carry over to the final identity.
Brisbane 2032 - Shine brightest. Together.
Billboard erected aside the Australian Embassy in Paris prior to start of Paris 2024
202?–2032[]
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LOGO MISSING
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From 5 October through 2 November 2022, BNEOCOG floated a tender for the development of the Brisbane 2032 Brand Strategy[4]; their first major contract since winning the games. The successful group would be responsible for conducting market research to establish core brand values and developing the overarching brand architecture and assets; of which, the emblems are of greatest concern.[5]
On 20 December 2022, it was announced that a consortium headed by the Brisbane office of international marketing firm VML (VMLY&R at time of announcement) were appointed the duty of delivering the Brisbane 2032 brand.[6] The consortia, now going by Team Future32, is made up of teams from VML Brisbane, the Sydney & Melbourne offices of fellow WPP agency Landor, the Brisbane office of Verian (Kantar Public at time of announcement) and Sunshine Coast-based First Nations consultancy BlackCard. The agencies named have storied histories of designing for major sporting events, including the Olympics, Paralympics and the 2018 Commonwealth Games in Gold Coast.
A priority for BNEOCOG in creating the brand is the involvement of the public; something engrained in the process through community consultation, market research and testing. The effort will also be overseen by an 'Athletes of the Future' panel; 20 young athletes from different levels of competition and walks of life. To bolster the brand development team, VML offered work experience positions to three First Nations students from local universities.[7]
A key challenge identified early in the brand's development is the region's relative international obscurity[8], which sets Brisbane apart from hosts of preceding games; mostly large, renowned cities with long-established identities. BNEOCOG Chief Executive Cindy Hook had remarked on this being an opportunity to debut Queensland wholesale to a global audience, and BNEOCOG President Andrew Liveris had claimed that roughly 2,500 branding interviews were conducted as of 20 April 2023, with feedback echoing his own sentiments of the area being, as he describes, a "lifestyle superpower".[9]
Originally, the brand was slated to be unveiled in mid to late 2023. However given the extended scope of the project, Hook has said that a finalised brand would be a "couple of years out".[10]
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