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BT reveals BT Sport logo created by Red Bee Media


By Gillian West | Social media manager

February 7, 2013 | 2 min read

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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Red Bee

We're the content and design agency born in entertainment.

Many agencies use words like “engagement” and “storytelling” interchangeably but none can match Red Bee’s roots in entertainment. We have evolved from the BBC’s in-house creative team, have been a globally successful agency since 2005 and have recently been reborn in a company famous for technological innovation, Ericsson.

We believe that, in a multiscreen world, brands need every second of screen time with their audience to be entertaining, inspiring and commercially valuable. Many research studies over many years have shown that brands that entertain have a competitive advantage.

We create brands and brand experiences that people choose to spend time with.

Everything we create comes from an understanding of the audience. We move fast and make budgets work hard.

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