Design systems for global events rarely begin on a screen. They begin in the field. When building a brand for something as expansive as the Olympic Games, the goal isn’t just to design a logo—it’s to create a visual language that can scale across venues, merchandise, broadcast graphics, and fan experiences for years. That’s why I love the custom, non-traditional direction seen in projects like Utah 2034. Instead of defaulting to a safe emblem, the identity leans into a custom