Our brief was to create an ITV Sport brand that would unify and strengthen sports output across the ITV network.
At the time we were also creating an overall identity for the ITV network so our design for this project built on that concept. We used vivid, black and white graphics to produce a cleaner and more intelligent approach to traditional sport branding.
We applied a different highlight colour to each sport to differentiate it (e.g. yellow for football, red for boxing) and to convey specific programme information. The new design system also included our bracket device from the overall ITV network brand to trigger all on-screen elements.