BT Sport logo mixes heritage and innovation

BT today revealed its new BT Sport logo ahead of the company’s launch of new sports channels in the summer. 

The logo, which was developed by Red Bee Media, mixes the BT Connected World brand imagery with a new font developed specifically for the new brand. 

Contained in a black lozenge shape, the left-hand corner features the traditional corporate BT font, with partial elements of the globe in red, yellow, lilac, purple and green. 

The rest of the logo is the word sport in white lettering in a bespoke new font based on gotham. Unusually for a sport logo, the lettering features lower case instead of just upper case. 

The new identity for the channels, which is also in development with Red Bee Media, will feature in all the company’s BT Sport marketing materials, on air and across social media. 

Grant Best, senior channel executive producer, BT Sport, said: “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 company has opened a pre-registration site for customers to register their interest in BT Sport at www.btsport.com 

BT Sport has the rights to show 38 live games a season from the Barclays Premier League, including 18 of the top clashes, for three years from August 2013. The channels will also show up to 69 live rugby union games a season from the Aviva Premiership. 

BT has also signed a deal with the Women’s Tennis Association (WTA) to show up to 800 hours of live tennis, including the TEB BNP Paribas WTA Championships. 

The BT Sport channels will be based at the iCITY development at the Queen Elizabeth Olympic Park in Stratford. 

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About Red Bee Media 

Red Bee Media's Creative division is a world leader in creating and promoting media brands, with a global reputation for on-screen brand identities, multi-platform promotional campaigns and content marketing for non-media brands. 
Red Bee Media is one of the world’s leading media services companies. Working with broadcasters, content owners, platform operators and brands, the company blends technology and creative expertise to provide a range of services; from playout, multi-platform media management and distribution through to access services, metadata, content discovery, companion applications and brand consultancy. 
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