Olympic Identity Reimagining

Calgary ‘88 is a conceptual reimagining of the 1988 Winter Olympics visual identity. While the original mark emphasized structure and corporate precision, this redesign explores the energy, movement, and visual culture of the late 1980s through a more expressive identity system.

The project included logo development, environmental graphics, event branding, and promotional applications. Inspired by the landscapes of Southern Alberta, the identity combines bold typography, dynamic forms, and a color palette drawn from the Rocky Mountains, Western prairies, and the Bow River.

The title 'Characu 28' in large, colorful, striped letters on a black background.

1988 WINTER OLYMPIC logo

embraces the movement and rhythm of the late1980’s. The ‘88 symbolizes the Chinook winds that sweep down the Rockies to warm
the city. with COLORS DRAWN FROM THE SPIRIT OF WESTERN CANADA.

A white winter jacket with a hood, hanging in mid-air with a gray background and snowflakes falling.
A white winter jacket with a hood, hanging in mid-air with a gray background and snowflakes falling.

official sportwear

official sportswear SHOWING use of THE MONOCHROMATIC LOGO

Two Calgary 2023 Winter Olympics lanyards with name tags attached. The left lanyard is pink with white text, and the right lanyard is blue with white text. The tags feature line drawings of winter sports figures: figure skating on the left and alpine skiing on the right. The name tags display the names Gwen Gold and Steven Silver, along with their respective sports. The Calgary 2023 Winter Olympics logo is at the bottom of both tags.
Two Calgary 2023 Winter Olympics lanyards with name tags attached. The left lanyard is pink with white text, and the right lanyard is blue with white text. The tags feature line drawings of winter sports figures: figure skating on the left and alpine skiing on the right. The name tags display the names Gwen Gold and Steven Silver, along with their respective sports. The Calgary 2023 Winter Olympics logo is at the bottom of both tags.

Athlete L ANDYARDS

PRAIRIE VIOLET IS USED FOR SKATING SPORTS, WITH BOW BLUE USED FOR ALPINE SPORTS EVENTS.

Poster for the XV Olympic Winter Games held from February 13 to 28, 1988, featuring stylized mountain peaks and the Seoul 88 logo with the Olympic rings.

official POSTER

OLYMPIC POSTER THAT SHOWS WHAT THE 1988 spirit of OLYMPICS ARE: MODERN YET EMBRACING THE NATURAL WONDERS OF SOUTHERN ALBERTA, CANADA.