Sky Sports Rebrand
Challenge
How do you evolve one of the most recognisable brands in sport without losing what made it iconic?
Since its 2017 redesign, Sky Sports had grown into a network of sport-specific channels, each with their own identity. The sub-brands strengthened, while the core Sky Sports brand became fragmented.
At the same time, the way people watched sport was changing. Live was still central, but it was now surrounded by a constant stream of social, digital and on-demand content.
The challenge was to bring Sky Sports back together.
Ambition
And we didn’t just want to evolve the brand, we wanted to re-energise it.
We wanted a space where everyone was invited, and a system that could connect everything under one identity, seamlessly across broadcast, digital and campaign. All while capturing the full experience, not just the highlights.
Process
Welcome to the show!
Our positioning welcomed in a new era of fans, and our logo became the stage.
The Stage put our brand into the action. A flexible platform for storytelling, motion and spectacle, used across broadcast graphics, social and digital outputs, and studio environments.
Along with The Stage, we created a new bespoke typeface: Sky Sports Sans, developed with F37® Studio. Not only did it bring our tone of voice to life, but it brought clarity and consistency. All the while evolving the iconic red, white and blue palette, reinterpreted for a more modern, digital-first world with an editorial, fan-friendly flair.
Built for motion, the system performed in real time:
- A universal broadcast toolkit applied across every sport
- Grid systems ensuring alignment and consistency
- Scalable templates built for speed
- Animation frameworks were developed and implemented into Viz, ensuring the system worked seamlessly on air
- The rebrand shifted focus from individual channels to the bigger moment, and The Stage brought it all together
Outcome
The brand’s back together.
A unified identity across every sport and platform.
Faster, more consistent output across broadcast and digital.
Launched alongside the Premier League season, the rebrand marked a new era for Sky Sports: one that felt more connected, more inviting, and ready for how sport is experienced today.
Welcome to the show.
