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Eurosport gets a major revamp in identity after 26 years

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Every since it’s launch in 1989, Eurosport has been a household name as the number one sports broadcaster of Europe, whatever that means. It has always been somewhat problematic to grasp a clear identity of the channel, mainly due to its ad-hoc programme structure and inconsistencies in visual communication. Which, for that matter, has been left untouched in the last 26 years, apart from a minor refreshment in 2011, so it was high time for a complete overhaul. And what is a better occasion for that than a change in ownership?

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The Discovery media group bought Eurosport in October, and the first thing they commissioned was a total rebranding of the channel inside and out. Matching the volume of the venture, two studios collaborated on the new identity. Pentagram was responsible for the logo, brand hierarchy, identity style guide, and merchandise, while DixonBaxi completed the creative strategy and on and off-air branding which also includes ad campaigns. The key elements like the logo, monogram, and typography guidelines were born from joint work.

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The rebranding was preceded by market research, where it turned out that the audience is generally positive about the channel, however, a coherent brand-image was deeply missing from the common consciousness. When working on the basics, the two studios kept the traditional blue-red coloring, but expanded it with a secondary palette featuring bolder tones. The logo was reduced to an E monogram, and is available in two versions, either with or without the Discovery tag, which’s presence is essential in trade situations.

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A visual on-air cohesiveness across programmes and sub-channels was achieved with a simple solution: white lettering set against a photographic background can be applied universally, maintaining a consistent and fresh look. Avoiding overcrowdedness and cliches is generally true for the whole of the new identity pack: the on-air spots do not operate with the overplayed, key, i.e. winning moment of sport events, but rather lay emphasis on tension, flashing instances of preparation. Moving away from the usual sports-communication overstressing images of strength, vehemence, and power, the overall result is a surprisingly contemporary, cleaned-up visual language.

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Source: Creative Review

Rebranding , Sports , TV

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