The 1968 Mexico City Olympics marked many firsts: first Spanish-speaking host nation, first Latin American host nation, first “Third World” host nation and perhaps the first integrated branding campaign. For their logo, they combined the Op Art currently in vogue with indigenous Huichol paintings. They proceeded to use the design elements to brand everything from bus stops to event schedules to the dresses guides wore. Even today, their work was considered a landmark in design.
