Decathlon and its new logo

Decathlon's new brand identity

In the middle of March, Decathlon began a new stage in its communication strategy. Decathlon's new logo is, at the same time, a simplification and a symbol of the direction the company will take in promoting its products. When a renowned company, already established in the industry, changes its brand identity, it is much more than just changing the typography or the logo. It is also about a repositioning for the communication strategy.

In the case of Decathlon and its new logo, we are facing a pivotal moment for the sports clothing industry. We explore what it means and how you can understand and read the new image of the prestigious sports clothing and accessories brand of French origin.

The new Decathlon logo, its creators and motifs

The agencies Wolff Ollins and AMV BBDO They are responsible for Decathlon's new brand image, its new logo and other aesthetic modifications related to the firm. The Decathlon firm is one of the giants in the distribution of sports equipment. Its new stage is marked by a renewal in the brand identity, seeking to adapt to the needs and expectations of new consumers.

Looking to continue having presence and relevance in such a competitive industry, Decathlon requests a new logo with modern and simplified design. It is a moment of openness and accessibility for the brand, but without losing its original essence. The redesign not only affects the visual identity of the firm, but also the company's philosophy. Now the emphasis is on sustainability, innovation and inclusion in the world of sport. Decathlon wants to be a facilitator of sports experiences regardless of race, age, color or physical conditions. It emphasizes the importance of maintaining an active sports life, thus achieving better well-being individually and collectively.

What is the new logo like?

The wordmark remains, but now accompanied by a new symbol. The new emblem continues to link the C with the A, the most differential feature of the previous logo and which endures despite the modifications. Decathlon's new logo is called The Orbit and will appear at different touch points of the firm, as well as on the products themselves.

What the new Decathlon logo looks like

As for the color, use a different, darker shade of blue, and with a slightly wider spacing between the letters. This way reading the design is a little simpler. Avoiding errors or visual difficulties on the part of the reader. The typography is also new, created for this logo. It's called Decathlon Sans and it's inspired by the specific angle of the letter A. It includes some alternate characters with this distinctive slant.

Decathlon's brand architecture

La reduction of own brands It is an integral part of the communication strategy promoted by Decathlon. It aims to simplify the readability and also the understanding of the numerous offers by the customer. This offers a better overall experience, promoting the approach to specific and well-differentiated products.

The specialist brands that will remain in force are:

  • Quechua (mountain).
  • Tribord (water and sail).
  • Rockrider (outdoor cycling).
  • Domyos (fitness).
  • Kuikma (racket).
  • Kipsta (team sports).
  • Caperlan (nature).
  • Btwin (urban landslide and mobility).
  • Inesis (precision).

In addition, there will also be four more brands of clothing and accessories for experts:

  • Van Rysel (cycling).
  • Kiprun (running).
  • Solognac (hunting).
  • Simond (mountaineering and mountains).

What are Decathlon's new sales strategies like?

Adding to the new Decathlon logo, aspects related to the stores and layout of products and proposals have also been modified. A first step was the reduction of 20% of the firm's own brands. This strategy of reducing its own manufacturing and identification brands to 9 helps Decathlon focus its efforts on specific products and experiences within the wide range of sports.

The objective is simplify the readability and understanding of your wide range of products sports for the client. Thus, the general scheme is reorganized so that we can more easily group everything that Decathlon has to offer. On the other hand, by creating a multi-product line with the Decathlon brand as an umbrella, it will be possible to accumulate a greater number of customers and generate an amalgamated identity. It is a resounding change in strategy if compared to the steps taken in 2019.

At that time, Decathlon expanded its number of brands and sought to specifically differentiate each of its product lines. A little over 4 years later, the decision does not seem to have borne fruit and the new strategy is to bring together, reinforce the identity and reconsider how to continue. Without losing sight of the fact that Decathlon is a firm that still maintains great strength and presence in the sector, but seeking to modernize and make the most of the initiatives and proposals available for the sale of sports equipment.

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