EUROSPORT OLYMPIC REBRAND
DixonBaxi’s redesign appraised.
“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