Brand studio DixonBaxi has created the identity for channel Eurosport’s coverage of the Olympics for the next eight years. Using the winners’ podium as a icon and graphic device, the branding is based on a system of staggered rectangular blocks, combined with custom type and photography. Especially when animated, it aims to reflect runners’ “explosive” leap from the starting blocks.
“‘The Podium’ is the foundation for the brand experience on every platform,” the studio explains. “[It] uses the iconic three tiers as a simple visual metaphor that can be used in hundreds of ways.” The design also uses layers of bright colour inspired by Olympic venues, the studio says, and an “expressive” bespoke typeface, together building a “flexible and distinctive graphic style” for the channel. The main logo combines three icons, Eurosport’s logo, the Olympic rings and the winners’ platform,
According to the design team, DixonBaxi wanted the branding to be confident, immediate, bold and purposeful, as well as smooth, flexible and energetic, which particularly comes across when the graphic system is animated for channel idents. The work for Eurosport launched with the campaign Millions of Journeys, One Destination by Iris Worldwide and is being rolled out across TV – the studio having designed the channel’s entire on-air style guide – and out-of-home advertising, as well as digital, print and merchandise.
DixonBaxi is also working on a new “event-focused” brand to be revealed in February 2018.