BBC Sport
Refresh

Cohesion and cut-through across every channel

BBC Sport

As brand lead in a combined client and agency team, we conducted a root & branch evolution of the BBC Sport brand, giving it the power to flex to any situation or place without losing coherence or impact. The project was heralded by the BBC as a best-in-class case study for working with agencies. View website
  • Brand identity
  • Digital design
  • Motion content
The need to adapt
With 30 million followers on social platforms and 36% of the UK’s sports viewing, BBC Sport’s audience is vast and diverse. It ranges from content-hungry youngsters using apps, to seniors watching events on small TVs. Our challenge was to develop a fresh and unifying brand system that removed existing inconsistencies and delivered ‘sport as a service’ to all audiences across every channel and touchpoint.
The reach, impact and trust that we have built with sports fans are unrivalled.”
Tony Hall
Director General, BBC
Many teams, one goal
The number of teams involved – including BBC Creative, Sport Marketing, Broadcast and UX&D – made complete alignment vital. By sharing work daily, rather than at formal check-ins, we made decisions quickly and tested assets in progress. Spending time with the teams helped us co-ordinate the needs of each and gain a deep understanding of the project's technical requirements.
Many teams, one goal
Dynamic design system
To build harmony across different channels, we developed a design system that introduces subtle depth and physicality for the ‘sit back’ experience of TV, with a flatter ‘interactive’ approach online. Colour plays an active role throughout, indicating pre-, live- and post-event scores. We also applied the principles of the BBC Global Experience Language to all platforms, including broadcast – the first time this had been done.
Dynamic design system
A partner to all sports
We designed a new logo system to lock up neatly with network and event brands, demonstrating partnership and support without diverting any attention away from the BBC. This was phased into selected events with slight iterations for each one, culminating in the full and refined application for the PyeongChang Winter Olympics.
A partner to all sports
Supporting the launch
Rollout of the new brand was phased and extended to the BBC Sport app, branded merchandise and sub-brands, including Gossip and Get Inspired. We designed and built an online Brand Hub, to create a one-stop shop for the evolved brand. As a fully updateable platform it contains guidelines alongside a complete suite of downloadable static and animated assets.
Supporting the launch
Helping BBC Sport thrive
BBC Sport’s brand refresh gave it cohesion, cut-through and credit across all TV, online and marketing channels, for a global audience. It is regarded by the BBC as a best-in-class case study for working with external agencies.
Brand Impact Awards
Winner: Sport
81%
of sports fans voted BBC Sport as their favourite sports platform