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Fox Sports in the Netherlands is a sports TV service, controlled by Fox Networks with the Dutch football clubs as minority shareholders, offering full coverage of Dutch football. When it launched in 2013, it used branding and graphics assets designed to work for many sports across international markets. As the channel matured it felt it needed a look that was tailor-made for the football-heavy Dutch version of Fox Sports. In July, it launched a new look created with London-based DixonBaxi.
The new Fox Sports is more clearly positioned as the "Home of Dutch Football". The international Fox Sports logo was cleaned up a freed from its bevels and gradients for a flatter look. The tactical theory of "Total Football" is used as inspiration for a square grid that allows text to move on screen in interesting ways. The custom typeface "Sparta" has designed by Ondrej Jób as a monospace font that fits with the square grid.
The full case study is available here.
DixonBaxi | Fox Sports Netherlands Rebrand from DixonBaxi on Vimeo.
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| Logo development. |
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| Grid system. |
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