English & Pockett has redesigned the brand identity of on-line sports news provider, Sportal. The new logo in ‘cool blue’ is designed to reflect a strong and positive image, while the logotype represents the ‘streamlined velocity of sports’, strongly targeting a male audience. The identity uses a simple dot as a point of focus, in a reference to the term dot.com. The theme is echoed by the portal element of the word in Sportal, a ball and the circle of a clock face to represent time and the live element in Sportal’s delivery.
‘The new Sportal logo, because it is simple and so by implication memorable, possesses those dynamic, proactive and anticipatory qualities that make it capable of growing with the company. It anticipates the development of Sportal as a brand,’ says English & Pockett senior designer/ director Timothy Stebbing.