BT has unveiled its new BT Sport logo ahead of the company’s sports channel launch this summer.
Developed by Red Bee Media, the new logo is a mix of the BT Connected World brand imagery with a new font introduced specifically for the brand. The left hand corner of the logo incorporates the traditional BT font with references to the telecoms provider’s well-known globe icon in red, yellow, lilac, purple and green.
Grant Best, senior channel executive producer, BT Sport, commented: “We are delighted with the logo Red Bee Media has produced for BT Sport. We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster.
“We have used the BT connected world globe, with a twist. The globe colour palette allows us flexibility to introduce elements of creativity throughout our new sports channels, giving us a unique look and feel.”
The channel identity, which is in development with Red Bee Media, will feature across the company’s BT Sport marketing materials, on air and across social media.
Andy Bryant, director of creative, Red Bee Media, added: "This is a big landmark in a very exciting project. There's more to come and we're thrilled to be working with BT Sport on such an important launch.”
Launching this summer BT Sport will feature a range of high profile sports, including Barclays Premier League football, live rugby union from the Aviva Premiership and live tennis from the Women’s Tennis Association (WTA).
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That is awful the font they've chosen clashes terribly with the BT type and I can't imagine it will look good in any way in any application
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