28^th February 2023. The day I booked my tickets for Paris 2024.

After kicking myself at not getting tickets for London 2012, I was determined not to miss out again. And with The Games heading to LA and Brisbane after this, Paris was, realistically, the last Olympics for a while that was within reach.

The booking itself was confusing but manageable, and apart from the fact that I’d asked for my emails to be in English and they continued to arrive in French (Thank God for Google Translate), the countdown to opening ceremony was exciting.

As a creative, one of the most interesting parts of the Olympics is seeing the host country’s take on a unique look and feel. With Paris’ heritage, architecture and art history, it was interesting to see how these elements might influence the branding.

According to their website, the branding of Paris 2024 can be described as:

“People-focused, disruptive, elegant, enthusiastic, impassioned, idealistic, audacious, rational… the brand is just quintessentially French. It combines images with playful audacity. It juxtaposes modernity with timeless heritage. It draws on a whole spectrum of inspiration and operates where boldness meets originality. It promotes a positive, fraternal image of sport that is deeply in touch with reality.”

So, how does that actually play out…

Pictogram

Here’s where things get a little challenging. The pictograms or ‘coat of arms’ as they’re being referred to in Paris, were first introduced in Tokyo in 1964 to help visitors navigate the Games when they could not read Japanese. Since then, they’ve been a part of every Olympics.

Paris’ pictograms are interesting – merging depictions of action, playing field and an axis of symmetry to create something pleasing to the eye. But do they hit the key criteria needed to make a pictogram great?

1. Clarity of meaning
   Here the Paris pictograms struggle a little bit. Whilst generally, you can tell what they are depicting, it’s not always an immediate ‘ah-ha’ moment. Some take a bit more scrutiny.
2. Readable at all scales
   Due to the complexity of the designs, they don’t necessarily scale down very well, looking muddled when shrunk down and squeezed together.

3. Consistent design language
   No one can deny that these pictograms look like a set. They all follow the same symmetrical identity and style. They do however feel set apart from the art deco branding. 

4. Distinct from each other
   While they are ‘distinct’ from each other, due to the complexity of the design, they are quite difficult to tell apart quickly – especially when they’re showcasing different specialisms within the same sport.

The thing that slightly jars with the pictograms is whether they align with the other design elements seen within the games. Not really. They feel like an idea from an early stage in development that the team could just not let go of. They don’t match the simplicity of the art deco and orphism styles – they’re over-complicated – and while they look good blown up as graphics on the floor of a basketball court, they’re a bit lost shrunk down onto my sunhat.

Branding aside, how was my experience of the games?

It was unforgettable, and while I was left with many amazing memories, there are some things I think a future Olympic host could learn from. For an Olympics touted as the people’s games – inclusive, people-focused, for everyone, there were some elements that needed a bit more thought.

Logistics and set up

First things first, the signage was diabolical or non-existent.

Want to know how to find the stadium after emerging from the Metro? Good luck.

Want to find the toilets at a venue? Follow signs up a grassy hill to find another sign sending you back the same way. Lucky I wasn’t in a wheelchair.

There were no printed maps or guides for the day. The ‘Information’ booths consisted of two people sitting in front of a laminated (and glued-down) site map, encouraging visitors to take a picture of it on their phone.

Now, don’t get me wrong. I get it. Paris 2024 has continually repeated their eco-conscious message, and we can all understand that the reduction of unnecessary paper waste is a good thing, but without a comprehensive and easy to navigate Olympics App, the lack of a ‘day guide’ or proper signage creates confusion, frustration and leaves a sour taste in the mouth. Plus, there’s no cool souvenir to take home!

The week I spent in France was HOT! We watched the sailing in Marseille and temperatures were regularly reaching 36-38°C with only one or two marquees to shade hundreds of people. Similarly, in Paris with temperatures around 32°C, the Club24 areas had inadequate shade – they did however have a water mist which sprayed at semi-regular intervals… it was glorious!

While the planners had maybe not anticipated such warm weather, I would have thought there could be provision for extra shade, even as a last-minute afterthought.

Seeing the sights

Olympic landmarks, like the hot air balloon torch, were great to see, and dotting them around Paris gave visitors the opportunity and excuse to explore the city. Unfortunately, (most likely due to health and safety reasons) you couldn’t get that close to the torch and your photo opportunities were obscured by a makeshift Paris 2024 shed, which didn’t need to have been placed right bang in the middle of the view.

There were also several free-to-the-public ‘Club2024’ spaces dotted around Paris showing Olympic events on the big screen, with sporting activities for people to take part in. These were great for Parisians and tourists alike to share in The Games and feel part of the Olympic Spirit.

Interactions and sportsmanship

Volunteers were for the most part helpful, if a bit unsmiling and avoidant. I wonder if they could have been given a bit more direction in how to interact. They could have helped guide people and build the Olympic atmosphere along the (looong) walking routes from Metro to stadium. They could have helped orchestrate photo opportunities or stepped in to take pictures of families when they were struggling. Overall, it didn’t feel as warm and welcoming as other Olympics.

The French fans were often overpowering (with cheers and boos) and the coverage of races on big screens was cut off as soon as the French competitor had finished. In some cases, live finals were ignored in favour of a pre-recorded interviews with French athletes. This was probably the biggest disappointment, as it felt like it was taking away from the sense of international celebration – we don’t really mind who wins, we just want to cheer on the best of the best, watch them break records and do amazing things.

Some of the best moments were cheering on a competitor who had fallen behind but was still determined to finish. True Olympic grit.

A thought on ceremonies…

The opening ceremony was a celebration of France, old and new. It was different, not held in a single stadium. Not following traditions or expectations. It was staged out amongst the people, in the streets, for everyone to see. But was different better? Or… did it make it feel strung out, confusing and actually not that visible for anyone.

The closing ceremony… yawn… enough said.

Final thoughts

Ultimately from a marketing perspective, Paris 2024 was beautifully indulgent but ultimately impractical. Form over function. Style over substance. It was great to see, difficult to navigate.

Overall, I had an incredible time at the Olympics. Was it what I expected? Mostly. Was it the best one ever? Maybe not. But Paris put on a show. The athletes worked hard. Records were broken. And I’m left with memories I will never forget.

Merci beaucoup.

Debz, Senior Copywriter