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