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 to: extend the product lifecycle, offer equipment rentals, sell secondhand items, or provide repairs, among other initiatives. They also have an action plan to reduce their carbon footprint, manufacture products using sustainable materials, and design products with a low environmental impact.
Keywords: innovation, sustainability, awareness, people, well-being, inclusion, and sports.
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 feature a vibrant, energetic shade of blue—an intense hue designed to reinforce their credibility as a sports brand. In this case, the new blue is meant to convey confidence, innovation, and creativity. In fact, Decathlon has been a major player in sports innovation in recent years.
New slogan
«Ready to play?» (List@ para jugar?). It’s no secret that Decathlon is a brand dedicated to sports. This time, it wants to go a step further and fully embrace the philosophy of “Sports for Everyone,” inviting and encouraging everyone with its slogan: 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.” Over the past two years, Decathlon has been meticulously developing and refining its new identity to adapt it to today’s 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: «No hay que adaptarse al cambio, hay que generarlo». Cuántas marcas se han quedado obsoletas y olvidadas por no haber sabido adaptarse a nuevas tendencias con iniciativa propia o simplemente no tomar acción ante situaciones cambiantes.
Do you want to work on your brand identity? Contact me here!