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In 1976, Fritz Gottschalk was appointed by Georges Huel, Director General of Graphics and Design, to lead the Design Control Office for the Olympic Commission. Operating from a space adjacent to Gottschalk+Ash’s Montréal studio, he worked closely with Huel and Pierre-Yves Pelletier, Deputy Director General of Graphics and Design, to shape the iconic visual identity of the Montréal 1976 Olympic Games. Along with several specifically appointed designers (including US-born Ken Carbone) the office focused on the meticulous implementation of the identity across merchandising and sponsorship, ensuring a cohesive and elevated brand presence throughout the Games.

As part of these efforts, an official catalogue of licensed Olympic merchandise was developed, designed by longtime Gottschalk+Ash designer and Montréal native, Eric Morrell. The publication followed the same format (A4) and typographic foundation as the Games’ official graphics manual, ensuring a seamless extension of the visual identity. It presented a comprehensive selection of officially licensed products, organized into distinct categories. Each item was meticulously showcased with high-quality studio photography, accompanied by detailed descriptions outlining dimensions, materials, and pricing, offering readers a clear and engaging way to explore the range of Olympic merchandise that were available to the public.

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