Brand identity for the pan-European television sports network and European Olympics broadcaster. 

In 2014 Discovery Communications took a controlling stake in Eurosport. Pentagram were approached to design the new brand identity and brand architecture, with DixonBaxi creating the on-air identity. This cross-functional team was tasked with devising, articulating and executing a new brand strategy, which aimed to reignite the brand and re-engage with viewers at the local level. The multi-sided collaboration generated a new brand platform and comprehensive set of tools, enabling internal teams and external partners to deliver a consistent visual output and brand narrative across all touch-points.

The rebrand introduced the first change to the brand's visual elements in 26 years; moving away from the 'Euro-flag' design but retaining the dynamic geometry of a single star. This was incorporated into the 'E' to create the logotype and monogram, and subtly echoes the visual language of the parent company Discovery. 

A bespoke typeface was created for use in sub-brand descriptors and to allow for consistent creation of future products. 

Red and blue were retained as primary brand colours, but updated from the previous tones, whilst an additional colour palette was developed to help identify standalone products and to provide flexibility for temporary applications, like marketing campaigns.

In line with the new brand strategy, a brand hierarchy was developed (in collaboration with Federico Gaggio) which simplifies the channels and stand-alone offerings, as well as providing a clear framework for new products. The system also streamlined the brand's social media accounts and clarified the global, local and news offerings using the new colour palette.