EUROSPORT OLYMPIC RE­BRAND

DixonBaxi’s re­design ap­praised.

Computer Arts - - Contents -

“Our iden­tity unites two iconic sport­ing or­gan­i­sa­tions, putting Eurosport’s on­go­ing com­mit­ment to be the ‘Home of the Olympics’ at the heart of the brand.

‘The Podium’ is the foun­da­tion for the brand ex­pe­ri­ence on ev­ery plat­form. The iconic three tiers are used as a sim­ple vis­ual metaphor in hun­dreds of ways. Lay­ers of vi­brant colour (in­spired by Olympic venues) and ex­pres­sive ty­pog­ra­phy cre­ate a flex­i­ble and dis­tinc­tive graphic style that is in­spired by the ul­ti­mate am­bi­tion of elite ath­letes to be the best.

In print and dig­i­tal ap­pli­ca­tions, the de­sign lan­guage flexes dra­mat­i­cally. Along with type and highly cu­rated pho­tog­ra­phy, the look is mod­ern with a strong graphic aes­thetic. In mo­tion, The Podium has a pos­i­tive, up­wards mo­tion, cre­at­ing a unique be­hav­iour that be­comes an in­te­gral part of the brand at­ti­tude.” “It’s dif­fi­cult to prop­erly cri­tique a TV brand­ing project be­fore you’ve been able to watch the ma­te­rial liv­ing on the chan­nel. Ul­ti­mately, I think this is a com­mon prob­lem with de­sign crit­i­cism: too of­ten do we judge things out of con­text and from out­side of the client/de­signer con­ver­sa­tion. That said, this brand­ing project man­ages to pull to­gether mul­ti­ple dif­fer­ent lo­gos into a re­ally strong, co­he­sive sys­tem. As a static lockup, it is good – in mo­tion, it looks great. This is im­por­tant for a TV brand, where a flex­i­ble sys­tem with well-con­sid­ered mo­tion and ty­pog­ra­phy is just as im­por­tant (if not more so) than a static logo. My only is­sue is that in terms of colour pal­ette and smooth, colour­ful mo­tion, the project looks a lot like Premier League, a pre­vi­ous DixonBaxi project.” “DixonBaxi’s so­lu­tion fo­cuses on the as­cent to the podium, which is what ev­ery ath­lete at the Olympics (and the watch­ing pub­lic) dreams of. The re­sults have a great en­ergy, stand out against other broad­cast­ers, and are in­stantly un­der­stood by view­ers. This is most ap­par­ent in the mo­tion de­sign and on-screen graph­ics.

The at­ten­tion to de­tail is, as usual, great. Some com­men­ta­tors have com­plained that the podium should have three dis­tinct lev­els; how­ever, the Olympics podium is ac­tu­ally at two lev­els, as re­flected in the logo.

What I find most ap­peal­ing about the de­sign is how it com­bines two very dif­fer­ent en­ti­ties and philoso­phies – Eurosport and Olympics – into some­thing not only co­he­sive but for­ward-think­ing. This high-qual­ity de­sign so­lu­tion, along with DixonBaxi’s re­cent out­put, show it to be one of to­day’s lead­ing agen­cies.”

SAL­MAN ANJUM Head of de­sign, The In­sti­tute for Op­ti­mum Nu­tri­tion www.sal­man.org.uk

DAN CAPSTICK Cre­ative di­rec­tor, DixonBaxi www.dixonbaxi.com

MATTHEW ROOP De­sign in­tern, Lip­pin­cott www.matthewroop.com

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