Eurosport has unveiled the on-screen logo it will use for its coverage of the 2018 Winter Olympics in PyeongChang, which will be the broadcaster’s first as the principal broadcaster of the Olympic Games in the UK and Europe.
The use of an event-specific logo by the Discovery-owned broadcaster is similar to that adopted by American network and fellow Olympic broadcaster NBC.
It will be present across all Eurosport TV channels and digital platforms in the build-up and during the Games in South Korea.
Eurosport’s logo brings together its branding with the official PyeongChang Olympics logo typeface, underpinned by the iconic Olympic rings, with all three headed by a mountain silhouette, the natural setting of a Winter Games.
The silhouette background is arched echoing the shape of the Olympic rings and will come in several variations, using “a vibrant colour palette expressing the spirit of modern K-pop culture”.
Peter Hutton, Eurosport chief executive, said: “As the new Home of the Olympics in Europe and a proud partner of the world’s greatest sporting event, we want ensure Eurosport is synonymous with the Olympic Games at every opportunity.
“This brand identity represents the spirit of South Korea and we hope will become instantly recognisable to fans as the hallmark of our PyeongChang 2018 programming.”
Eurosport promises to make PyeongChang 2018 the “most digital Olympic Games across Europe”, capturing every moment of action for viewers, as well as creating further mass engagement on Eurosport digital sites and social media platforms.
It will broadcast more than 100 events live and on demand, meaning Eurosport will be the only broadcaster in the UK to have complete wall-to-wall coverage of every Olympic event.
The BBC retains the rights to broadcast selected live free-to-air coverage of future Olympics, including the PyeongChang 2018 Winter Games, but its output will be restricted to just two live TV streams, including network coverage on BBC One and BBC Two.
Discovery Communications, owners of Eurosport, shocked the BBC and free-to-air broadcasters across Europe when it secured the principal live rights for 50 countries and territories on the continent for the 2018 through to the 2024 Olympic Games.
Hutton, a former BBC journalist, added: “With less than a year to go until PyeongChang 2018, Eurosport’s journey to redefine the Olympic Games experience and reach more people in Europe, across more screens than ever before, is well under way.
“We are committed to offering fans something truly different, the chance to follow every local hero, every sport and every moment that matters to them.
“With over half of our broadcast schedule, and two thirds of Olympic sports on our screens, we are perfectly positioned to do this.”