NEW DECATHLON REBRAND FEELS PLAYFUL YET FAMILIAR

Summary from the TLDR Design newsletter

Developed by brand consultancy Wolff Olins, Decathlon's rebrand aims to transform the sports giant into a "future-fit" sports brand. As part of the new positioning, the company now focuses on a sense of play and enjoyment through sports. This rebrand retains the interconnected 'C' and 'A' but introduces a darker blue and a new brand icon. The Decathlon Sans typeface has also changed with looser kerning, making it more legible than before.