Tag Archives: eurosport

Deconstructing the Eurosport Rebrand

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A bright good Monday morning to you from London. There has been a large amount of positive response to the Eurosport brand identity breakdown I shared a week or so ago, so I’ve included an updated version. Special thanks again to the senior team at Eurosport Group for allowing me to share it.

Eurosport 2011 Rebrand

Also, you can find 3 previously unreleased idents, plus some behind the scenes shots from the shoot after the jump. Enjoy.

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A Glimpse Behind Eurosport’s Emotional New Brand Identity

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Today, Eurosport launches an ambitious new brand identity (marking the end of a lengthy 18-month brand review), supported by the strapline: “All Sports. All Emotions”. Eurosport’s numbers are impressive: 123 million homes, 59 countries, 13.2M watching every week, broadcasting 120 sports, commentary in 20 different languages, the results are even better: subscription revenue up 16% in 2010, ad sales revenue up 11% the same year.

Eurosport 2011

The appetite for sports is hot. Recent major investments by market leaders including ESPN and Sky Sports has shown that the television sports market is as competitive (and profitable) as ever. Eurosport is raising the stakes, with a new emotionally charged visual identity that seeks to make a play as a preeminent global sports brand.

Eurosport 2011

According to Eurosport chief executive Laurent-Eric Le Lay, the brand benefits from the pervasive and perennial appeal of sport among Europeans. It is an arena where they share more in common than in any other aspect of culture, he claims: emotion and passion.

“All Europeans share the same passion for sports, even if you have some differences country by country. For many sports events we have this kind of European culture that helps us to market the concept of Eurosport all over the Continent.”

Eurosport 2011

One predicted challenge of making the on-air branding uniform across all markets is that it might appear corporate or uninspiring – not especially suited to any of its markets, but instead a European generic import into all of them. The channel has developed new idents to be shown between programmes in an attempt to mitigate this effect.

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First Look: Eurosport Evolves Iconic Brand With New Identity

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On Tuesday April 5, Eurosport will officially launch its much talked about new look across all of its media platforms, including a refresh of its iconic logo. The new brand identity will span operations in Europe, the MENA, and Asia-Pacific. I’ve got a little exclusive preview of the campaign for those of you who just can’t wait.

Eurosport 2011 Rebrand

A bit of background, since launching in 1989, Eurosport has grown from a single TV channel to the leading European multimedia platform (91% awareness in Europe). The brand review (the biggest in the group’s history) represents a major step-change for Eurosport, and is designed to create an improved and visually engaging environment to showcase Eurosport’s brand values of emotion, live action and diversity of sports.

Eurosport 2011 Rebrand

The launch marks the end of a comprehensive, 18 month brand review culminating with new on-air graphics, a new musical identity and a “soft” evolution of its iconic logo. The new brand identity and graphics revamp will be deployed on-air, online and mobile and in every Eurosport office around the world from Tuesday 5th April, as well as for the group’s advertising, marketing and corporate communications.

Eurosport 2011 Rebrand

The new on-air rebrand (including idents, OSP, and other commercial elements) was developed by Paris-based Broadcast production agency Les Télécréateurs, with audio branding specifically designed to “enhance the moods associated when watching sport” handled by Amsterdam agency Massive Music.

Eurosport 2011 Rebrand

Eurosport Group Chairman & CEO Laurent-Eric Le Lay explains, “We believed the time was right to modernise and energise our brand to reflect our position as the leading provider of live sports in Europe, as well as our continued expansion as an international media group.”

Eurosport 2011

I’ll be showcasing the 6 full idents in the coming week, but I can share with you that the new channel idents draw inspiration from six identified emotions felt by fans: Joy, Anger, Empathy, Encouragement, Surprise and Anguish, and incorporate 18 different sports disciplines.

Behind the Scenes- Eurosport 2011 Idents

Special thanks to Eurosport Group for letting me preview the rebrand before the official launch next week.

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