Venturethree’s Star Sports branding aims to ‘inspire the hero in every sports fan’

Venturethree has created new branding for Indian television network Star Sports, basing the designs around the idea of ‘inspiring the hero in every sports fan’. 

StarSports new branding
StarSports new branding

According to Venturethree, the new look aims to ‘inspire a new generation of sporting heroes in India’ by reaching ‘a billion new fans’.

Star Sports heroes
Star Sports heroes

The consultancy developed a new brand strategy, visual identity and tone of voice to be used across the network’s six channels, having worked with the parent company Star for around six years on projects such as branding the entertainment channels Star Plus and Life OK.

Star Sports sub brands
Star Sports sub brands

The creative work was led by Venturethree creative directors Mark Williams and Grant Dickson, who worked with LA-based consultancy Capacity on translating the new identity into moving-image idents.

The branding focuses on the star ‘swoosh’, according to Williams.

Star Sports swoosh
Star Sports swoosh

‘The explosive swoosh represents the inherent energy and passion in sport’, he says.

‘The swoosh brings together the celebratory nature of sports in India. We wanted to break away from the typical sport network look with something more fluid and dynamic’.

Tina Mehta, Venturethree creative strategist, adds, ‘As we were creating the brand it challenged the way we think about TV broadcasting and the role of the broadcaster.

‘In a world of increasing connectivity, the role of the broadcaster is much more about designing a platform to bring various stakeholders together and connect them in a unique way with a singular direction forward.’

Star Sports cricketer
Star Sports cricketer

Latest articles