Home of the Olympics

DixonBaxi, in partnership with Eurosport have created an iconic new brand identity that will define Eurosport’s exclusive European coverage of the greatest sporting event in the world over the next 8 years. Eurosport has a proud history of covering many Summer and Winter Olympic sports and its the perfect home for the Olympic Games in Europe. The identity unites two global sporting organisations, putting Eurosport’s commitment to be the ‘Home of the Olympics’ at the heart of the brand.

Pinnacle of achievement.

Standing on the podium at the Olympics is the ultimate dream for any athlete. A moment of national pride, where sacrifice becomes glory and legends are made. ‘The Podium’ is the foundation for the brand experience on every platform. The design uses the iconic three tiers as a simple visual metaphor that can be used 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 ultimate ambition of elite athletes to be the best.

An iconic, infinitely flexible design system crafted for every touchpoint

A unique motion language for the ‘podium’ reflecting the explosive leap from the starting blocks.

A bespoke type family, Eurosport 3, 5, 7 created in collaboration with A2-Type.

A suite of collectable merchandise, clothing and souvenirs to celebrate the new Home of the Olympics.

Guidelines for every aspect of the brand from on-air to advertising, digital to environmental.