As a designer, I’ve always believed that good design strikes a balance between form and function. It’s about creating something that’s not just visually appealing but also effective in solving a problem. That’s why the new Paris 2024 Olympic pictograms, or “coats of arms,” leave me with mixed feelings. On one hand, they’re a bold reimagining of what Olympic symbols can be. On the other, they seem to lose sight of the practical functionality that has made past Olympic pictograms so effective.

A Bold, French-Inspired Aesthetic

The Paris 2024 pictograms are undeniably beautiful. They’re symmetrical, ornate, and reflect a distinctly French sense of style. The design team has taken the concept of pictograms and elevated it to something more akin to a badge of honor, meant to symbolize pride and unity. These “coats of arms” draw inspiration from French culture and history, which is admirable. The elegance and cultural references are spot on, and there’s something very sophisticated about the whole approach​.

But here’s where I start to question things. While these designs are aesthetically pleasing, they seem to prioritize form over function. Olympic pictograms have traditionally been about clarity, readability, and universality. They’re supposed to guide people, help them navigate the Games, and be instantly recognizable. The Tokyo 2020 pictograms, for example, were a masterclass in this — simple, effective, and clear​.

What Makes a Good Pictogram?

To understand why the Paris 2024 pictograms might be missing the mark, it’s important to consider what makes a good pictogram in the first place. There are four key principles:

To understand why the Paris 2024 pictograms might be missing the mark, it’s important to consider what makes a good pictogram in the first place. There are five key principles:

1. Clarity of Meaning: A good pictogram should convey its message clearly and instantly, without requiring interpretation. The viewer should understand what it represents at a glance, regardless of language or cultural background.

2. Scalability: Whether it’s blown up on a billboard or shrunk down on a ticket, the pictogram should remain legible and recognizable. The design must be simple enough to retain its effectiveness at any size.

3. Consistency: A set of pictograms should share a cohesive visual language. This consistency helps to create a unified system where each pictogram feels like part of a family rather than a collection of unrelated icons.

4. Distinctiveness: Each pictogram must be unique enough to avoid confusion with others in the set. This distinctiveness ensures that each sport or event is easily identifiable, reducing the risk of misunderstanding.

5. Functionality: Above all, pictograms must be functional. They are tools for communication and navigation, and their primary purpose is to serve the practical needs of the event. This means they need to be easily understood and used effectively in various contexts.

A Short History of Olympic Pictograms

The use of pictograms in the Olympics dates back to the 1964 Tokyo Games. Japan introduced these symbols out of necessity — to bridge the communication gap for international visitors who couldn’t read Japanese. The goal was to create a set of icons that could convey information quickly and effectively without relying on text. The 1964 Tokyo pictograms were groundbreaking because they solved a real-world problem with elegant simplicity.

Over the years, the design of these pictograms has evolved, but the core principles of clarity, scalability, consistency, functionality, and distinctiveness have remained constant.

The Problem with Complexity

In contrast, the Paris 2024 pictograms are intricate, and while they look great in a design portfolio, I wonder how well they’ll function in real-world applications. These symbols are meant to be seen from a distance, printed on tickets, or displayed on screens — often at a small scale. The level of detail in these designs could easily get lost, making them less effective at doing their job. It’s almost as if the designers got so caught up in making something visually striking that they forgot why these symbols exist in the first place.

A clear illustration of the pictograms’ scalability issues can be seen in the event schedule on the official Paris 2024 website. When these pictograms are displayed at a small size, as they are in the schedule, their intricate details become almost indistinguishable. The complexity that makes them beautiful at a larger scale turns into a blur of shapes that are hard to tell apart. This defeats the purpose of having distinct symbols for each sport and event.

The small size of these pictograms on the website makes it challenging for viewers to quickly identify the events, which is the exact opposite of what a good pictogram should achieve. This example highlights a significant flaw in the design: the lack of scalability. A pictogram should be effective regardless of the size at which it is displayed. The fact that these designs struggle to maintain their clarity when scaled down is a major issue, particularly in the context of a global event where clear communication is key.

Where the Pictograms Shine

However, it’s not all bad news. The Paris 2024 pictograms do have their moments of brilliance — particularly when used in large-scale applications. Take the basketball court, for instance, where the pictograms are integrated into the court design. Here, the intricacy and detail of the symbols are allowed to shine. The large scale of the court surface provides the perfect canvas for these ornate designs, where they can be appreciated in full without losing their clarity.

In this context, the pictograms become more than just functional symbols; they contribute to the overall aesthetic of the venue. They add a layer of sophistication and cultural depth that aligns with the Parisian spirit of the Games. This is where the pictograms truly excel — when they are given the space to breathe and be appreciated for their artistic qualities. It’s a reminder that while these designs may struggle in smaller applications, they can be incredibly effective and beautiful when used in the right context​.

Functionality Shouldn’t Be an Afterthought

As a branding designer, I’ve always felt that simplicity in design is not just a preference — it’s a necessity. Simplicity allows a design to do its job effectively, without unnecessary distractions. The Paris 2024 pictograms, while beautiful, might miss the mark in terms of functionality. They’re complex and ornate, which makes them harder to read and understand at a glance. And in the context of the Olympics, where millions of people from around the world are relying on these symbols to guide them, that’s a problem.

A Missed Opportunity for Balance

The Paris 2024 Olympic pictograms are a bold experiment in design, and I respect the ambition behind them. They’re elegant, culturally rich, and visually stunning. But at the end of the day, I can’t help but feel that they’ve missed the mark by prioritizing aesthetics over usability. In a world where design should serve a clear purpose, these symbols seem to be more about making a statement than solving a problem. And that’s a missed opportunity to create something that’s not just beautiful but also truly functional.