BT has today revealed its new BT Sport logo ahead of the company’s launch of sports channels.
The logo, which was developed by Red Bee Media, mixes the BT Connected World brand imagery with a new font developed specifically for the new brand.
Contained in a black lozenge shape, the left-hand corner features the traditional corporate BT font, with partial elements of the globe in red, yellow, lilac, purple and green.
The rest of the logo is the word sport in white lettering in a bespoke new font based on gotham. Unusually for a sport logo, the lettering features lower case instead of just upper case.
The new identity for the channels, which is also in development with Red Bee Media, will feature in all the company’s BT Sport marketing materials, on air and across social media.
“We are delighted with the logo Red Bee Media has produced for BT Sport,” said Grant Best, senior channel executive producer, BT Sport.
“We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster.
“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 company has also opened a pre-registration site for customers to register their interest in BT Sport at www.btsport.com
The channels, which will show 38 live games a season from the Barclays Premier League, up to 69 live rugby union games a season from the Aviva Premiership, and up to 800 hours of Women’s Tennis, will launch in the Summer.
A total of seven FA Cup 2019/20 fourth round ties will be shown live on BBC and BT Sport at the end of January. 16 ties will take place across the weekend of Friday 24 to Monday 27 January, with… Read more
The BBC, BT Sport and the FA have announced the two FA Cup 2019/20 third round replays to be shown live on TV. After drawing 1-1 at the Riverside Stadium on Sunday, Championship side Boro will head to the Tottenham… Read more
The 2020 FA Cup third round takes place this weekend with live TV coverage on BBC and BT Sport. The action gets underway on Saturday afternoon as Rochdale host Newcastle United on BT Sport from 12.31pm. BT Sport 1 will… Read more