UK branding heavyweights DixonBaxi just unveiled their work for Eurosport’s coverage of the Olympics for the next eight years, a massive project with guidelines for everything from on-air assets to souvenirs.

Inspired by the three levels of the winners’ podium, the studio calls the final result “an iconic, infinitely flexible design system crafted for every touchpoint.” It also includes a custom type family (Eurosport 3, 5, 7) created in collaboration with A2-Type.
 

DixonBaxi: “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 this 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 color, 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.

“The new brand launched with the campaign ‘Millions of Journeys, One Destination’ (developed by Iris Worldwide). Perfectly combining the gritty art direction and distinctive podium design language to celebrate the sacrifice athlete’s make just to compete in next Olympic games in Pyeongchang 2018.”

Agency: DixonBaxi
Design/production: DixonBaxi
Type studio: A2-Type