Tennis ball tracker Hawk-Eye gets a new identity

The Surgery has rebranded Hawk-Eye Innovations, the company which brought goal-line technology to the Premier League.


Hawk-Eye Innovations, the company which devised ball-tracking solutions for English football’s Premier League and Wimbledon tennis, has been rebranded by The Surgery.

Hawk-Eye Innovations has grown in recent years and now services 17 different sports around the world.

“Robust and futureproof.”

The Surgery says it was set the challenge of creating “an exciting, robust, futureproof identity” which could work on- and off-line and communicate with a B2B audience.

Today Hawk-Eye Innovations works with sports federations, broadcasters and sponsors as well on officiating in-sport technology and broadcasting enhancement.

The company undertook a brand audit and a mission, set of values and tone of voice. It brought The Surgery in to translate these into a new identity.


A mark has been created which shows both the arc of a bouncing ball and the form of a hawk in flight.

The identity as a whole represents Hawkeye’s on-screen graphics, while taking a broader view of its new technologies according to The Surgery.

Hawk-Eye is also hoping for consumer recognition

Although the primary objective was to create a B2B focused brand it has also been designed with consumer recognition in mind.

“The new identity is designed to look comfortable in an environment rich with sports brand logos and appear familiar from the get-go.”

The shapes and warm colour palette are ownable assets, which Hawkeye will use across its businesses and sub-brands. Guidelines have been completed and a roll-out will begin in due course.

A new website has also been designed.

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