ESPN Unveils New Logo For X Games Brand

ESPN unveils its new logo for the X Games brand as announced today by Ron Semiao, senior vice president, ESPN Original Entertainment. The logo will be universally recognizable on all X Games products including merchandise, TV telecasts, websites and events starting with Winter X Games nine, to be held in January at Aspen/Snowmass, Colorado.

The X Games celebrated its 10th anniversary this year, and has grown to become the premier action sports brand in the world. Through the years, the logo has evolved with its variety of emerging brand extensions.

¿The new logo is reflective of the progression in sports that the X Games celebrate,¿ said Semiao. ¿The new face of the brand is meant to mirror the sports themselves. The X Games has always been about ¿what¿s next¿ in sports and the logo was inspired by this innovation and imagination.¿

Created by Los Angeles-based design and motion graphics firm v12, the new logo maintains the globe icon from the original logo while evolving into a more modern mark which represents the individual expression of the athletes. The red in the logo is representative of the ESPN red, while the blue is reflective of the winter tones and to distinguish it from the primary brand.

The Growth of X Games

  • Since ESPN first developed its X Games franchise in 1995, no other action sports brand reaches its audience better in a variety of ways. X Games, Winter X Games, EXPN 2Day and X Games Global Championship are just some of the original action sports programming currently shown on ESPN and ESPN2. The brand has also grown to include international X Games events,, EXPN Radio, the large format film ESPN’s Ultimate X, X Games skateparks and various X Games-branded retail products that are distributed world-wide.
  • ESPN reaches action sports enthusiasts across the globe as X Games is distributed to 191 countries and territories worldwide in 10 languages through ESPN International. No other network reaches such a global audience.
  • Figures released by the National Sporting Goods Association (NSGA) noted that the two sports with the most growth in participation for children age 7-17 from 1997 to 2002 are snowboarding and skateboarding, both X Games cornerstone sports.
  • X Games programming has one of the lowest viewer median ages of any programming on ESPN and ESPN2. The median viewer age for X Games programming averages in the 20¿s, which reaches the most sought after demographic: 18-34 years.