INTRODUCING THE NEW SKY SPORTS
Sky Creative invited Nomad to collaborate on the biggest change to Sky Sports in its 26 year history. The logo evolution, with help from Miles Newlyn, moves away from uppercase to be simpler and more refined, whilst the new brand opens up into nine genre worlds.
THE WORLD’S GREATEST SPORTS STORYTELLER
Our brief was to create a new Sky Sports, one that offers complete control to its customers by creating nine dedicated sports channels. The result is a fresh and modern brand that positions Sky Sports as the ultimate sports storyteller. Moving beyond the cliche celebratory moments to bring you every side of the story – the grit, the pain, the passion and the disappointments.
ONE BRAND, MANY PERSONALITIES
Each genre channel has been designed from a master kit of parts of typography, colour, tone-of-voice and sound design that flex and stretch to create unique channel personalities that stand alone and sit together.
Together with Swiss Typefaces we created Sky Sports Display, a bespoke five cut font that shares the same footprint whilst capturing the essence of each sport: F1 – raw and technical. Cricket – sophisticated and stylish. Premier League – atmospheric and iconic. Golf – focus and precision. Football – authentic and contrasting.
SKY SPORTS 2.0
The result is a completely new Sky Sports brand, reimagined from top to bottom; from digital to set-design, house-style to hero photography. And a bold change to digital-first, friendly and fit-for-purpose for every screen.