Red Bee creates BT Sport identity as company enters sports broadcasting

Red Bee Media has designed a logo for BT Sport, which will become the master identity for a number of sports channels as BT looks to enter the sports broadcasting market this summer.

The BT Sport identity


Red Bee, which won a pitch for the project, is now developing a visual language for the channels to be used on-air and across social media.

The logo, set in a black lozenge, mixes BT Connected World imagery with a new font developed for BT Sport. The left-hand corner features the corporate BT font and comprises flashes of the red, yellow, lilac, purple and green found in the BT globe icon.

Grant Best, senior channel executive producer at BT Sport says, ‘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 BT Sport channel will show high-profile sports including Barclays Premier League Football, rugby union from the Aviva premiership and live tennis from the Women’s Tennis Association. 

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