Eurosport - Home of The Olympics
Dixon Baxi have created the full visual communication brand guidelines for the next 8 years for both the winter and summer Olympics from On-Air and Digital through to Environmental. In a great execution of simplicity and energy they claim ‘The Podium’ is the foundation for their brand experience - on every platform, an icon which is a common feature between the two polar opposite seasons - summer and winter. They claim the design uses the iconic three tiers as a simple visual metaphor that can be used in hundreds of ways. In motion they've utilised layers of vibrant colours that are clearly inspired by Olympic venues while using expressive typography to create a flexible and distinctive graphic style (Dixon Baxi). They've also taken into consideration the behaviour of these shapes giving them movement akin to a sporting event, such as hammer throw, for example using the physics of that action then implementing this as an animation, a really cool idea.