DixonBaxi’s football-inspired identity for Fox Sports NL

Fox Sports NL’s new branding is inspired by the sights and sounds of Dutch football – from team badges and colours to popular chants. We talk to DixonBaxi about the redesign and the changing nature of broadcast graphics for sport

By

Fox Sports launched in the Netherlands in 2013 and has around 1 million subscribers. The channel broadcasts a range of sports – from American football to tennis and UFC – but Dutch football is its main offering. It holds the live broadcasting rights to games in the Eredivisie (the equivalent of the English Premier League), as well as the Jupiler League, the KNVB Cup and the Dutch eFootball league.

For the past few months, FoxSports NL has been working with DixonBaxi on a comprehensive rebrand. Alongside updating the channel’s logo, DixonBaxi have created a new visual identity which combines clashing colours, playful animations and an unusual monospaced typeface.

<img class=”wp-image-111982 size-full” src=”https://s3-eu-central-1.amazonaws.com/centaur-wp/creativereview/prod/content/uploads/2018/08/FoxSportsLogo.jpg” alt=”” width=”1920″ height=”1080″ /> The Fox Sports logo has been streamlined with shading and a border (which formed the shape of an American football) removed

More from CR

Adam Morse on his journey to directing

Since losing his sight at the age of 19, the filmmaker has gone on to write and direct his first feature film, shoot a Super Bowl ad for Google, and set up a non-profit to help the next generation of disabled creative talent

The Monthly Interview: Glenn Kitson

In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same

Image shows the text-based design on the cover of the book On NFTs by Robert Alice, and a metal hard-case, on a bright blue background. The spread features

What happened to NFTs?

Non-fungible tokens experienced a gold rush a couple of years ago, before mainstream interest waned and the market went into decline. Artist Robert Alice, who has edited an extensive new book on NFTs, talks to us about one of the most elusive, and divisive, web3 developments

Opening Line

Why brand language matters

Opening Line founder Zosia Swidlicka discusses why the world of brand language remains so misunderstood, and how it inspired her to create her new publication Between the Lines