Paris (AFP)
A Marianne for a small revolution. The organizers of the Olympic and Paralympic Games in Paris-2024 presented Monday the final logo of the event, in total rupture with the previous one.
In a gilded round, symbolizing a gold medal, the Olympic flame, in curves and points, is hollowed out. And lips at the base of the flame reveal a stylized face, representing Marianne, the allegory of the French Republic.
Two-tone, sober, rounded: the exact opposite of the first logo, an elongated "24" that looks like an Eiffel Tower and explosive bright colors.
A turn that the organizers justify by the passage to "a new phase" of the project: it is no longer necessary to campaign internationally with the famous Parisian monument, but give an identity to the event.
"Games all over France" according to the organizers, while even Tahiti, 15,000 kilometers away, would like to host surfing events, and "inclusive", the logo being for the first time the same for Olympics and Paralympics.
Equipped with a GPS tracker, runners are scattered in Paris, showing on the map of the city 20 points that, once connected, have unveiled the logo to a parterre of about 600 people at the Grand Rex, the iconic art-deco cinema of Paris.
To pay tribute to this style in vogue in Paris the last time the city hosted the Olympics in 1924, an art deco touch is in the typography of "Paris 2024", created for the occasion by the communication agency responsible for the design of the logo.
The challenge: Games marketing that will have to convince the general public and potential sponsors.
Organizers expect 1.2 billion euros from national sponsors, only one having hired so far: the bank BPCE. A mini-controversy broke out in June on the partnerships, the oil giant Total having renounced to sponsor the event against the opposition of the mayor of Paris who wishes for exemplary Games on the environmental level.
If other critics regularly focus on the cost of the organization, Paris should spare, at least for now, taunts suffered by London-2012 organizers for their logo and aesthetic ... particular.
© 2019 AFP