BT Sport

Great Sport Happens Here

At launch, BT Sport marked the first time in 20 years that live matches from the Barclays Premier League were free to watch in the UK. From its home at the Queen Elizabeth park Stratford, BT  Sport broadcasts live seven days a week, not only with Premiere league football but extensive coverage of Europa League, Bundesliga, France Ligue, and Italy Serie A, as well as live Rugby Union and WTA.

In collaboration with Red Bee Media we developed the overarching Brand Identity for the BT Sport network. Our challenge was to create a new and flexible identity that embraced the concept of ‘live’ across all touch points whilst retaining a clear link to the BT corporate brand. We used the live studio hub as the focus for all the design elements. The initial phase involved the design of the BT Sport logo family, development of the brand colour palette, font and corporate applications. Further development included comprehensive and detailed concepts for all on-air applications including studio and match graphics as well as social media and off-air assets.

Client: BT Sport
Agency: Red Bee Media
Exec CD: Charlie Mawer