Type as Image

Developing a distinct typographical language for Eurosport.
type as image

Exploring type as image for the Eurosport rebrand.

We like to play first and then refine to uncover new ideas and in the case of Eurosport, one aspect of the rebrand was developing a distinct type language. At this point we had made the decision to use Alpha and Circular. Alpha for its scale, impact and that it suggested sport iconography, and Circular for its legibility and humanist characteristics. Together they provide contrast and tension, impact and information.

ES_typeasimage_2web

Play first, then refine.

Before getting into a more refined expression of the brand through type, we explored type as image. Not being constrained by specific needs allows us to develop the visual language. In this case, we wanted to see how the relationship between Alpha and Circular worked. Using scale to create drama, a limited palette, and doing lots of rapid exploration to find interesting relationships that could inspire a distinct look.

type as image
type as image

Iconic, bold, immersive.

We retained the scale, simplicity and boldness of the typography through the the brand. Below are frames from the teaser spot which combines high intensity sound design with copy to create a distinct introduction to the new Eurosport. In motion the type is a constrast between staccato, on, off and smoother, more fluid movement.

type as image
type as image

Type fuels sport.

The type system has a playful and structured aesthetic allowing for an on-going development of quiet, refined layouts as well as bold, expressive ones. Although the brand world for Eurosport is very much image driven, with immersive sporting moments, the examples below demonstrate that the energy of sport and the passion that fuels it can be expressed through type and copy alone.

type as image
type as image
ES_typeasimage_9web

For more on Eurosport, check out the full case study here.