The Rio 2016™ Paralympic brand evokes exciting stories
of Paralympic athletes who promote examples of
excellence which will surprise, enlighten, educate
and showcase that anything is possible. It captivates
people as they become part of amazing experiences of
passion and transformation, driven by pride, conviction,
drive and inner-strength.

The desire to outdo yourself, the joy and emotion of
overcoming the biggest challenges are strongly present in the
Rio 2016™ Paralympic Games brand. It releases a vibrant,
captivating and contagious energy, powered by the achievements
of Paralympic athletes, which acts as a powerful source to drive
transformation. The Brand is an expression that all
challenges are achievable through excellence,
determination and dedication.

The brand respects differences. It believes in the value
of each individual and invests in the sum of all talents
for the collective good, reaching out to all and to
include them. The Rio 2016™ Paralympic Games
celebrate diversity and emphasize what brings
us all together. It underlines the principle
that we are all one people of one world.

Open, welcoming and for the benefit
of all, the brand of the Rio 2016™
Paralympic Games extends a general
invitation, addresses all people
and embraces all places beyond
any limitations. As a legacy, it
builds a bridge between the
achievements of Paralympic
athletes and the acceptance
and appreciation for people
with a disability. The brand
contributes to the development
of a more equitable society
with respect and equal
opportunities for all individuals.

Rio 2016™ Paralympic Games brand engages with its
positive and lighthearted spirit. It is optimistic and
has a captivating language. It naturally changes the
way people see things. The brand challenges the
way we think, it makes us no longer look at
differences, but inspires everybody to apply
the spirit and accomplishments of Paralympic
athletes to our own life. It is a challenger
brand that is ready to lead societal change.

The brand possesses a genuine and
engaging energy. It involves people by
creating powerful experiences. Being
aspiring, outgoing and involving, it
unites people in a renewed
perspective. It creates a lasting
connection that enables a new
view of an inclusive world that
is richer and more inspiring.

Grow, transform and evolve each day. Like Paralympic
athletes, the Rio 2016™ Paralympic Games brand is driven
by determination to show leadership and inspire change.
Sport is a vehicle that leads an individual towards
achieving personal success, the brand inspires others to
surpass expectations. The brand will be an energy that
ensures continuous development of athletic performance,
the Paralympic Movement and societal change.

Just like Paralympic athletes, the Rio 2016™ Paralympic Games
brand wants to perform at the highest possible level. Paralympic
athletes strive for excellence and no barrier will be too large in
achieving this goal. The brand shares the passion to perform
and to accomplish what others believe unachievable. In its
pursue, the brand remains dedicated in living up to
higher values and shares with the world that striving
for excellence applies to everyone.