The new BBC Sport website features a shift from vertical to horizontal navigation and, according to the BBC, ‘bigger, bolder images’. This is the first major redesign of BBC Sport since 2003.
The BBC says, ‘The new navigation means we have a wider page to better showcase sports imagery and video… [It] also means we are now consistent with the BBC’s other major sites.’
The BBC adds, ‘The use of background imagery and the overlaying of text on images breaks away from the stiffness of the rigid grid structure. It adds energy to the appearance of the site, better reflecting the experience of sport.
‘This treatment creates a recognisable brand feature for the BBC’s websites.’
The changes to the sport site follow a redesign of the BBC homepage last year, using elements of the global visual language developed by Neville Brody’s Research Studios, which saw the page realigned around a central ‘carousel’ feature.
The BBC says the redesign work is part of a strategy launched at the start of 2011 to make BBC online more cohesive and focus it around 10 ‘products’, including sport.
At the time of the homepage relaunch, the BBC said, ‘It is envisaged that these principles will be reflected across the evolving products of BBC online, and pave the way for a graphically rich London 2012 Olympics digital offer.’
The BBC says it is rolling out the new BBC Sport website design across the most-visited parts of the site first, with the roll-out taking several months. It is also planning a full mobile site refresh for later in the year.