DixonBaxi creates podium-inspired identity for Eurosport’s Olympic campaign

Throughout the history of the Olympic Games, the podium has long represented the quintessential sporting snapshot. Enshrined it its history; the powerful salutes of Tommie Smith and John Carlos in 1968, a whistling Daley Thompson in 1984, and Mo Farah’s ‘Mobot’ in 2012. Beyond olive wreaths and bouquets, the International Olympic Committee estimated in 2016 that as many as 3.5bn people would at some point watch the spectacle. Early 2017 saw broadcaster Eurosport gain exclusive rights to cover the Games, yet its newest campaign seeks to convey the visual legacy of the Olympics.

Designed by London-based creative agency, DixonBaxi, the broadcaster’s ‘Home of the Olympics’ campaign sees Eurosport’s logo immersed in vibrant and distinctive graphics, complimented by expressive typography. Inspired by the Olympic podium, the new branding brings a sharp, rectangular feel to the visual portfolio, typified in a linear, podium-like underscoring of the principle logo.

Collaborating with London-based type foundry, A2-Type, a custom outlined Square Gothic typeface was implemented to inject a fluid feel when navigating through the typography, present within both animated and static applications. Implementing a new and vibrant colour palette throughout the brand portfolio falls in line with the Olympic aesthetic, incorporating deep blue and chalky red shades to symbolise the diverse sporting venues across the competition.

Aporva Baxi, co-founder and executive creative director of DixonBaxi, says, “The idea of the podium was really just a simple expression of the pinnacle of achievement. Athletes train not just for the four years in the run up to the Olympics, but for their entire careers to have this moment, to compete in the Olympics and to stand on a podium.”

Yet the overall visual message captures the flexible, energetic and bold spirit of the Olympics. Designing a collection of idents throughout its work with Eurosport, which began in 2015, the visual collection also incorporates motion graphics, close-ups and cinematic photography. “We explored a sense of inertia and the movement of athletes and tried to find a rhythm that felt like it had real energy and positivity and that was then expanded across all of the elements of the channel, in everything from show titles to content,” says Baxi.

For Eurosport, whose parent organisation, Discovery Communications, recently completed a wider partnership deal with the Olympic Channel, preparations for the Pyeongchang Winter Games are taking shape. With the deal extending to 2024, plans for widespread coverage of the Tokyo Games in 2020 and further competitions gives all parties the chance to continue branding work throughout the broadcasting deal. Rollout is already underway across all Eurosport channels, with the Winter Olympics scheduled to broadcast in 2018.