2021年，迪卡侬迎来品牌全面升级，受品牌方委托，我们为其重塑了中文字标与品牌口号（Slogan）的视觉形象。
字标设计以“少即是多”（Less is More）为核心理念，呼应迪卡侬所倡导的简约、高效与包容精神。“少”体现于字体结构的纯粹性与笔画的极简处理，去除一切冗余装饰；“多”则蕴含于精密的构字逻辑之中——字与字间隐含的比例关联、笔画间的对齐关系、等距分布的间隙等，共同构建出严谨的视觉秩序，赋予标识系统化的稳定感与专业气质。
品牌口号在延续字标设计语言的基础上，进一步优化了笔画的弧度与粗细对比，增强书写感与节奏变化，使其在保持整体风格统一的同时，具备更优的阅读连贯性与亲和力，适应多场景下的传播需求。
In 2021, Decathlon underwent a comprehensive brand renewal. Commissioned by the brand, we redesigned the visual identity of its Chinese wordmark and brand slogan.
The wordmark design was guided by the core principle of “Less is More,” reflecting the simplicity, efficiency, and inclusivity that Decathlon champions. “Less” is expressed through the purity of the font structure and the minimalist treatment of strokes, eliminating all unnecessary decoration. “More” resides in the refined logic of character construction—proportional relationships between characters, alignment between strokes, evenly distributed spacing, and other subtle details collectively establish a rigorous visual order, lending the mark a systematic sense of stability and professionalism.
Building on the design language of the wordmark, the brand slogan further refines the curvature and weight contrast of the strokes. This enhances a sense of handwriting and rhythmic variation, ensuring strong reading flow and approachability while maintaining overall stylistic consistency. The design is well-suited for versatile communication across multiple scenarios.
