“Seeking a design that would be versatile, intertwined with the need to build a common story around all sports featured at Tokyo 2020, Eurosport’s creative inspiration centres on Manga – a unique style of Japanese comic book aimed at both adults and children,” the broadcaster said in a press statement.
“The logo unites the Eurosport logo, Olympic rings and Manga-influenced Tokyo 2020 typeface, thus bridging the gap between western and eastern cultures and ushering Manga into a new era.”
“Our Olympic Games journey started with PyeongChang 2018. It was our great privilege to broadcast the greatest show on earth to passionate communities of fans across Europe,” said JB Perrette, President and CEO Discovery International.
“We used innovative techniques and new ways of engagement across all platforms to make these Games truly digital, which were instrumental in delivering record viewership.
“We have set our ambition for Tokyo even higher. We are committed to delivering a Games experience at a scale that has never been seen before; we’ll be bigger and bolder, engaging more people on more screens and showing every minute, every sport, and every athlete.
“Eurosport broadcasts 70% of the Summer Olympic sport disciplines so our line-up of world-class experts are uniquely placed to tell the stories that really matter, delivering unrivalled sports expertise. Our award-winning Eurosport cube was a huge hit and we will amplify this experience using the latest technologies for Tokyo 2020 to immerse fans in the action like never before.”
George Aivazoglou, Vice President of Marketing at Eurosport, added: “We wanted our Tokyo 2020 brand identity to create a unique symbol that incorporates and respects Japanese culture and the iconic Eurosport logo, to become instantly recognisable and resonate with millions of people watching the Games across Europe.
“Over the next 18 months, fans will witness how this new creative vehicle will underpin Eurosport’s marketing campaign ahead of and during Tokyo 2020. With this design we believe we have created a visual identity that is versatile, conveys the dynamic side of the Games and engages younger generations – truly visionary.”
The Opening Ceremony of the Olympic Games Tokyo 2020 will take place on Friday 24 July with the Games to continue until 9 August.