W&V Design Column: Norbert Möller about the new look of Decathlon

Hamburg, 12.02.2024

The sports goods manufacturer and retailer Decathlon has 1,750 stores, 85 private labels, and finally a logo that ties it all together. Makes sense, according to Norbert Möller in his design column for the trade magazine W&V. Nevertheless, the company still has some work to do.

“Especially because the Orbit – Decathlon's new logo – appears somewhat generic, it fits into the image of a discount brand. The symbol follows the codes of the sports and leisure world, yet it feels unobtrusive and natural. Besides the rebranding, it seems that the stores will also change, as there will be new digital tools allowing customers to arrange joint sports activities. [...] The effort for Decathlon implement all this must be immense."

Learn more about the strengths and weaknesses of Decathlon's new branding in the current design column by Norbert Möller for W&V (Membership required).

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