Published: 09.29 Europe/London, March 31, 2011

WATCH VIDEO. Eurosport Group has unveiled a new brand identity that will run right the way across its multimedia platform from April 5.

The launch follows an 18-month rebranding review that has resulted in new on-air graphics, a new musical identity, and a ‘soft’ evolution of the on-screen logo.

The new brand identity and graphics revamp will be deployed on-air, online and mobile, as well as for the group’s advertising, marketing and corporate communications.

“We believed the time was right to modernise and energise our brand to reflect our position as the leading provider of live sports in Europe, as well as our continued expansion as an international media group,” says Laurent-Eric Le Lay, Eurosport Group Chairman & CEO. “Live sports generate powerful emotions for sports fans, and we wanted to create an environment centred around these emotions, putting the fan at the heart of the action.

The new on-air elements have been scripted and directed by Paris-based broadcast production agency, Les Télécréateurs. A series of six new channel idents have been shot each drawing on one key emotion for its inspiration:

Joy, Anger, Empathy, Encouragement, Surprise and Anguish, and incorporating 18 different sports disciplines.

A cross-media pan-European communications campaign including TV, print, web and mobile advertising, PR, dedicated micro-site, consumer competition, music downloads, and social media, will launch simultaneously with the new on air look.