Nomad teamed up with Sky Creative to make the biggest change to Sky Sports in its 26 year history. Working in-house as one team, together we rebuilt the brand from the ground up.

Alongside brand typographer Miles Newlyn, we moved Sky Sports from upper to lower case typography with each channel/genre’s appendage becoming simpler and more refined.

Unlike most rebrands, the added challenge of Sky being a network meant that any change to one logo affects others in the portfolio which comes at a huge expense to the business. This key change to the logo is less about the aesthetic and more about the spirit.

Working with Swiss Typefaces, we created a bespoke typeface with a cut for different each sport. They each share the same footprint while capturing the essence of each sport. F1 is raw and technical, cricket is sophisticated and stylish, Premier League is atmospheric and iconic, golf is about focus and precision, football is authentic and contrasting etc.

Each 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.

The result of this is a fresh and modern brand that moves beyond the cliché celebratory moments to bring you every side of the story – the grit, the pain, the passion and the disappointments.

The greatest sporting moments mean more because of their back story: the mental and physical battle, the hardship, and the struggle over adversity.

Sky Sports goes beyond this to bring you the full story: the moments that stop you in your tracks.