How DixonBaxi looked to give Premier League brand new life on screen

The season has kicked off with a new on-screen graphics system, which has been developed from the Premier League identity created by DesignStudio.


DixonBaxi has worked on a major brand activation project for the Premier League, creating title sequences, in-match graphics and idents that are designed for any broadcasters showing matches.

The work builds on the identity system, which was created by DesignStudio in February.

DixonBaxi’s work on the brand also extends to augmented reality features and touch screen graphics.

On-screen graphic system

Its “Field of Play” design language is an on-screen graphic system, which has been designed to make sense of live data, league tables, charts and player profiles in a way that makes them look like they are part of the same family.

Aporva Baxi of DixonBaxi says the consultancy “watched hundreds of hours of football to analyse all the key plays in the game.”

Movement, speed, inertia, impact and agility were all analysed to create a set of motion graphics called Field of Play, designed to be “beautiful, elegant and bold” and inspired by what happens on the pitch.

Studio design with AV capability

A Premier League studio environment has also been developed and includes a table-top touchscreen and real-time and an augmented reality feature so that presenters can interact with player, team and match data.

Show titles are “human, energetic and celebrate fans and players,” according to Baxi. Networks like Sky and BT in the UK and NBC in the US will still use their own show titles and graphic treatments on screen.

“That’s why they pay the big sums of money to acquire the rights,” says Baxi. Other broadcasters around the world receive Premier League footage as it is given to them by Premier League.

These are the networks that don’t want to create their own packages,” says Baxi. Premier League Productions produce a series of shows for pre, during and post-game. Some of these are picked up by BT, which may also use some match graphics.  

There are more than 12 shows which Premier League Productions create – and 24 hour programming is on offer. DixonBaxi has worked on products including Fanzone – where fans from around the world participate – Preview, Review, Matchday Live – the main show which fronts every game – Fantasy League Football, News, Match Pack and more.

Soundtrack for stadiums

A soundtrack has been developed by MassiveMusic as an “official anthem” and has been remixed for different shows as well as “walk on” music played at the beginning of every match at every stadium.

The new look is rolling out now, with the new season underway.

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