Decathlon | Rebranding with a new logo
The new image reflects a modern and vibrant aesthetic, in keeping with current times and market trends. They are also implementing changes to the brand structure such as circular business model for: extending product lifecycles, equipment rental, second-hand items, and repairs, among other things. They also have an action plan against... carbon footprint, the manufacture of products with sustainable materials or design with low environmental impact.
Keywords: innovation, sustainability, awareness, people, well-being, inclusion and sport.
New symbol
Although we knew that the old corporate image of Decathlon (Until a month ago) it was a logo or typographic mark; now they have an isotype or symbol. I explain the difference between a logo, isotype, isologo, and imagotype in more detail in my here.
The new symbol, known as «The Orbit» (la órbita), It leaves a lot to interpretation, although for the brand it might represent a mountain, a sail, a wave, or a heartbeat. They've maintained the slant of the "A" from the previous logo. What we can say for sure is that it evokes movement, dynamism, and evolution—pillars deeply rooted in the brand's personality since its inception.
New corporate color
They now have a tone of vibrant and energetic blueAn intense tone that seeks to reinforce its credibility as a brand in sports. In this case, the new blue aims to convey security, innovation, and creativity. In fact, Decathlon He has been one of the heavyweights in innovation in sports in recent years.
New slogan
«Ready to play?» (List@ para jugar?). It is well known that Decahtlon It's a brand by and for sport. This time it wants to go further and bet everything on the philosophy of: "Sport for all"inviting and inciting everyone with their motto: Are you ready?
She wants to create a healthy lifestyle suitable for everyone. It doesn't matter your age, social class, or how strong you are; what matters is whether you're "ready to play."
CONCLUSION OF THIS ARTICLE
«A brand's identity is everything."Decathlon has spent the last 2 years developing and meticulously defining its new identity, adapting it to the modern world." A brand that grows, learns, and invests in itself is a smart brand, a brand with attitude and its own personality.
Today, if you stagnate and become complacent, things will disappear in a short time. As they say Andy Stalman: "We shouldn't adapt to change, we should create it."How many brands have become obsolete and forgotten for failing to adapt to new trends through their own initiative or simply for not taking action in the face of changing situations?
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