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Eurosport gets emotional with rebrand

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Eurosport rebrand visual

© Eurosport

Eurosport will introduce a new on-air visual identity next week, including a refreshed logo and idents to reflect the multi-platform world and the emotions of sport.

On April 5, the new branding will go live across all the platforms where Eurosport is available, including television channels, online and mobile devices. It will also appear on the group's advertising and marketing communications.

In July last year, the pan-European broadcaster commissioned the acclaimed Paris-based creative agency Les Telecreateurs to work on the project after a competitive tender process.

Les Telecreateurs was tasked with consolidating Eurosport's core brand values and "humanising the channel by connecting viewers to the action and output".

The company designed and filmed six new channel idents based around the six emotions of sport: Joy, Anger, Empathy, Anguish, Encouragement and Surprise.

The idents, which will be broadcast across the Eurosport network, feature 18 different sports, including basketball, football and tennis.

Also in the rebrand, the Eurosport logo has been refreshed in a new font, Klavika. The old blue stars have been replaced with white stars to give the logo a "sleeker and more elegant feel whilst retaining its identity as the logo for the true world of sport".

Eurosport wants to make it easier for viewers to visually navigate its broadcast material, providing information quicker and in a clearer format. The redesign work has covered all on-air infographics, such as "coming up next" visuals, and commercial elements such as opening and closing titles, and advertising break bumpers.

New audio branding has been specially commissioned to "enhance the moods" associated with watching sport. Created by award-winning Amsterdam agency Massive Music, the audio will be heard during the channel idents and in the programme links.

Laurent-Eric Le Lay, Eurosport group chairman & chief executive, said: "Live sport generates powerful emotions for sports fans, and we wanted to create an environment centred around these emotions, putting the fan at the heart of the action.

"Additionally, Eurosport covers the widest variety of sports of any media in Europe, over 150 different disciplines across our platforms, and we have integrated this diversity into our branding to underline that we are the brand for all sports, with a rich and compelling offer for all communities of sports fans."

Heather Bowler, Eurosport's global communications director, said that the sports broadcaster wanted to inject more "dynamism" into the brand's image after more than 20 years on air.

"In the new digital age, a strong, trusted brand is crucial - it's not enough to just exist today, we need to be searched for and be front of mind more often; to really emerge the brand needs to be desirable," said Bowler.

"The new digital age and plethora of choice of devices to access content from puts pressure on brands to stand out."

Bowler said that Eurosport will run a photo competition on a dedicated Eurosport Emotions mini-site, giving fans the chance to express the emotions they feel while watching sport. There will also be social media and viral activity to support the new branding.

"We have put fans and the emotions they feel watching sport at the creative heart of this project and that concept works well across social media and forums to maintain the debate we want to create around this new creative direction," she added.

"We have created a new brand universe for our TV channels - our core business - and it will be deployed across our entire platform, so we are coherent across all devices. Branding will kick off April 5 and rollout during the whole month.

"A communications campaign with the new look and feel adapted from the TV graphics and idents will also be seen in above the line advertising across Europe."

Also on April 5, a cross-media, pan-European PR and advertising campaign will launch alongside the new branding, including TV, print, web and mobile ads, along with music downloads, and blogger outreach.

Eurosport recently agreed a partnership with video games giant Nintendo to bring a range of 3D sports content to the new 3DS handheld console.

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