Drawing on Dutch football culture for FOX Sports Netherlands rebrand.
Rebranding Fox Sports Netherlands from the ground-up with a new, streamlined logo and a brand language inspired by ‘Total Football’ where the whole team works together to create a system that allows free movement and self-expression and has become synonymous with Dutch football.
How do we create ‘The Home of Dutch Football’?
FOX Sports has total coverage of Eredivisie in the Netherlands and is the only place to experience Dutch football. For the 1m+ subscribers, it offers in-depth coverage and around-the-clock updates all season. The heart of the challenge was to transform FOX Sports – which had a distinctly bold US-centric look to the ‘Home of Dutch Football’ and make it more in sync with the needs of the localised Eredivisie-led focus of the Netherlands brand.
Soaking up the atmosphere.
To help understand what the Eredivisie means to the Dutch a small DixonBaxi squad set off on a tour of the Netherlands to take in a few games. From soaking up the atmosphere of ‘De Klassieker’ to a fiercely competitive mid-table clash, the team got to experience different sides of the league and FOX Sports coverage from the pitch to behind the scenes.
Understanding fans love their clubs more than the league.
The team gained a new understanding of the Eredivisie, the fans and the clubs. These insights led to an ambition to better represent the loyalty and passion of the supporters by heroing the clubs that are so central to their lives.
A refined FOX Sports logo for a Dutch audience.
An essential part of the process to make FOX Sports Netherlands feel more localised was to streamline the FOX Sports logo and identity. DixonBaxi stripped back the logo to its most recognisable features and updated the typography. The new logo is simpler and confident – more in keeping with Dutch design and more practical for cross-platform use.
A cross-platform design system inspired by Total Football.
A simple square grid system is the foundation of our whole design language. Inspired by Total Football, where the entire team works together to create a system that allows free movement and self-expression and has become synonymous with Dutch football.
Scale and position interchange seamlessly to create a distinctive motion language.
Every aspect of the design was defined by the square grid. From a bespoke monospaced typeface to a modular system for all on-air match graphics that has endless potential.
A brand for the 24/7 fan.
Beyond the on-air experience, we created a brand that would cater for today’s 24/7 fans. The flexible design language and clear editorial principles are ideally suited to creating a rich suite of content to keep supporters engaged all week online, through social and around the stadiums.
“We’re very confident that it will help us in achieving our ambition that we have as a brand.”
Fox Networks Group, Director Marketing & Creative