Decathlon renews its corporate image and brand strategy

The brand consultancy Wolff Olins has been in charge of the change

Decathlon renews its corporate image to begin a new brand trajectory.

Decathlon has initiated the most ambitious brand change since its founding in 1976. Little did its founder, Michel Leclercq, think that with his small store in Lille he would become one of the most influential multinationals in the sports sector.

Now a new phase begins that includes a renewal of the corporate image, as well as a better customer experience, commitment to sustainability and the modernization of the company.

Decathlon renews its brand image with the help of the consulting firm Wolff Olins, maintaining characteristic elements of its logo, such as the typography and the characteristic cursive A. They update their blue color and, above all, add a new symbol to the brand, which they have called “The Orbit”. This symbol represents movement and the ambition to reach new heights.

Barbara Martin Coppola, CEO of Decathlon, commented: “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power and can improve both physical and mental health.”

Decathlon’s new brand image is renewed with a new purpose: “Move People Through the Wonders of Sport”. According to Barbara Martin: “I am sure that our ambitious strategy, which evolves the way we do business, will ensure that Decathlon leads the sector as a unique and trusted sports brand.”

The brand has created a new identity design around the new symbol, “The Orbit”. This will be present in all products and will serve as a narrative to unify all its old product lines. They have also created a custom font, Decathlon Sans, inspired by the legendary Avant Garde of the mid-70s.

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