The Paris 2024 Olympics and Paralympics have brought a unique and unexpected star to the forefront – the Phryge. Initially met with confusion and derision, this cuddly red Phrygian cap has now become the hottest-selling item in town, with fans lining up for blocks to get their hands on one. What was once considered bizarre has now turned into a beloved symbol of the Games.
The Phryge was unveiled as the official mascot for the Paris 2024 Olympics and Paralympics in 2022, and it immediately sparked mixed reactions. Some compared it to the poop emoji, while others saw resemblance to an intimate part of the female anatomy. However, as the Games approached, the Phryge gained popularity and became a must-have souvenir for fans and visitors alike.
Chloé Thomas, deputy managing director at W Conran Design, the agency behind the Paris 2024 branding, explains the thought process behind the creation of Phryge. The team wanted to break away from the traditional animal-themed mascots and create something truly unique and inclusive. The Phryge represents unity and revolution, completing the Paris 2024 logo which features the French national icon Marianne. This symbolism, along with its cute and loveable appearance, has endeared the Phryge to fans around the world.
The visual identity of the Paris 2024 Games was designed to evoke joy and celebration, aiming to recapture the festive spirit of pre-Covid Games. Anaïs Guillemané Mootoosamy, strategy director at W Conran Design, highlights the importance of inclusivity in the design process. The event pictograms and gender-neutral mascots were created to be as inclusive as possible, moving beyond traditional representations and embracing diversity.
The design team wanted to showcase Paris not just as a historical city but as a modern icon of sustainability, innovation, and inclusion. By reinventing French visual heritage and incorporating forward-looking elements, the Paris 2024 brand aims to present the city in a new light. The Phryge, with its dual representation for both the Olympics and Paralympics, embodies this vision of inclusivity and unity.
As fans flock to the Olympics megastore on the Champs-Élysées to purchase their own Phryge souvenirs, it is clear that this once-maligned mascot has captured the hearts of many. Its journey from bizarre to beloved is a testament to the power of design, symbolism, and inclusivity in creating a lasting and impactful brand identity for the Paris 2024 Games.