Decathlon, one of the world’s biggest sports brands, now has a new visual identity with a fresh icon called the ‘L’Orbit. The 48-year-old brand adopted its first logo and identity, which explores its dedication to the world of competition, the outdoors, nature, and the planet.
L’Orbit reflects the brand’s new mission to move people through the wonders of sport. The rebrand has been implemented throughout Decathlon’s strategy, design, internal culture, and brand experience. It revitalized the Decathlon visual identity, product portfolio and its omnichannel experience.
Decathlon roped in creative agency Wolff Olins for its latest project. Wolff Olins believes logo is paramount. It wanted to instill one that would fit across the brand’s products. Emma Barratt, global executive creative director at Wolff Olins, said there was a need to symbolize the outdoors – the symbol boasts a mountain and wave reflecting a plethora of sports.
“Wolff Olins wanted to ensure that L’Orbit wasn’t merely an identifier, but a shorthand. You’re meant to feel something when you see it. Like when you see the Apple logo, for example, you know that you’re buying into this rebellious tech club. People have grown up with Decathlon but not exactly desired Decathlon, so this is about becoming a mark of desire too.”
Barratt pointed out that the mission for the type was to lean into the playful, and highlight the performance side of the sport. “We wanted to have characters that felt joyful and wondrous.” The agency came up with the curvature which nods to L’Orbit (in the O), and slants that nod to the performance (in the M and Y). This flexes both sides of the brand.
Wolff Olins said Decathlon’s brand identity set it apart from the rest of the industry as it focused more on performance or winning. It explained that the brand appeals to all levels, entry through to experts, with a clear focus on the emotions of the participant. Barratt highlighted the sheer joy of movement, the fun behind the play, and the dedication to practice and improvement, as well as the reward of progress.
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