Eurosport rebrand

[Medianext.MX]

Eurosport has rebranded this morning in time for the Beijing Olympics. The first rebrand since the Discovery repositioning of the pan-European sports network, it was designed by DixonBaxi, taking cues from the entire brand positioning and identity for their Tokyo 2020 Olympic coverage by Movement Paris. The 2015 logo has been retained, and channel specific identities have been dispensed in favor of the global brand, streaming-first approach currently implemented by many sport broadcasters.

https://twitter.com/azerty774/status/148...17829?s=20

EDIT 2021/1/17 - Corrected information thanks to extra sources revealed. Further information available down on this topic.

[Internationalman]

Eurosport has rebranded this morning in time for the Beijing Olympics. The first rebrand since the Discovery repositioning of the pan-European sports network, it was designed by Movement Paris, one of the three companies spun-off from the former Les télécreateurs, who created the entire brand positioning and identity for their Tokyo 2020 Olympic coverage, hence, the rebrand takes cues from that identity. As Les télécreateurs, they also did the 2011 brand identity, the last featuring the service's classic logo (in an updated version). The 2015 logo from DixonBaxi has been retained, and channel specific identities have been dispensed in favor of the global brand, streaming-first approach currently implemented by many sport broadcasters.

https://twitter.com/azerty774/status/148...17829?s=20

This seems interesting to look at. Growing up on Eurosport, I missed their old design of their logo. I like our current one still, but I miss the older one.

[Medianext.MX]

Thanks to extra info sourced to me, I can confirm the rebrand was designed by DixonBaxi rather than Movement. The Movement reference given was from a preliminary source which after further checking, it turned out to be the opposite. The music comes from Laplage's Sebastien Lipszyc, which created a brand track, which is being used in seven different flavours: a core version and six different remixes for specific sports and brands (Winter Sports, GOLFTV, Global Cycling Network, Snooker, Tennis and Motorsport), based on a pulsating heartbeat as core device for all themes. All tracks were recorded with a live studio orchestra at the Motorbass studios in Paris, under the supervision of French house pioneer Philippe Zdar.

The rebrand focuses on a Canvas device, which focuses on broad elements of sport and competition. The custom versions of Aeonik are used still as typography. Additionally, a common brand identity for the Olympic Games and their surrounding coverage, based on the brand system, has been developed. The new system is designed to be futureproof and ready to cope additional rights.

Here's a reel from Guillaume Mouillé (Mongénéral), Eurosport's creative director.

https://vimeo.com/665788516

In an unique thing, all the full brand tracks were made available by Eurosport on a specially created Soundcloud page:

https://soundcloud.com/eurosport2022/set...rt-rebrand

[chaose]

I‘m not sold on the redesign. It seems disjointed to me. Black and white squares, colourful squiggles (in some instances), coloured lines, bland typography, over the top handwriting. And none of it really goes with the (still great) logo.

[LoganStuff]

It does seem like they're just trying to adapt current design trends with no rhyme or reason to it, so it ends up looking a bit messy overall, but there are some good 'ideas' in there.

[DAS]

Agreed on the visuals not seeming to mean much. The music on the other hand is pretty interesting - a real retro vibe (and some bangers!) Not too sure how the two fit together, but perhaps it's different on screen.

[SuperSajuuk]

With regards of the Eurosport rebrand, does this include new "break filler" music being used on the Eurosport Player for anything where the commentators talk directly to ESPlayer / Discovery+ customers during commercial breaks on ES1 and ES2? Because during the Masters Snooker, when ES1 went to a commercial break at the Mid Session Interval, the commentators did a review of some shots, which was accompanied by break filler music which wasn't there in previous tournaments afaik.

[jamied]

Really sad to lose these excellent winter break bumpers

https://vimeo.com/195445204

[RhysJR]

The first 20 or so videos of this playlist demonstrates many of the aspects of the rebrand. The other 415 videos will likely be of interest to many around here too.

https://www.youtube.com/playlist?list=PL...R5E8qkGANs

[Internationalman]

I like what I see here. The disjointed look for the network almost gives off a catalog feel, while the paint most DEFINITELY echoes sport.