In March of this year, 3rd biggest sports company in the world - Decathlon, launched an exciting new rebranding effort, crafted by Wolff Olins, to better reflect its mission of making sports accessible to all.
With this rebranding came the introduction of a new symbol inspired by an already-existing iconic wordmark. Referred to as L'Orbit, this new icon reflects the purpose to 'move people through the wonders of sport.'
Even though it's new, Decathlon's L'Orbit feels familiar, as if it has always existed. This is a prime example of how delicate it is to refresh a brand that's been around for 48 years by having only a wordmark.
As summed by Barbara Martin Coppola (CEO, Decathlon): “Wolff Olins don’t just turn up to play the game. They change the game.”
Allowing the iconic wordmark to still exist and adding a symbol to expand on the possibilities of this new identity; they changed it for the better - if you ask us.
A clean grotesque typeface Decathlon Sans, designed by Grilli Type is introduced to make an impact with intentional disruptions visualised through a set of alternate characters.
Wolff Olins' rebranding successfully reinvigorates the brand, showcasing its commitment to innovation and inclusivity in the world of sports. By unifying Decathlon’s global presence while allowing for local adaptability, they opened the brand to future growth.
See the case study by Wolff Olins
