New Logo and On-Air Look for BBC Sport by Studio Output

Established in 2000, BBC Sport is, as its name clearly implies, the sport-focused department of the UK’s BBC. Without its own specific channel, BBC Sport broadcasts through the BBC’s main TV channels, radio stations, and through a dedicated, comprehensive website. Working with BBC Creative, BBC Sport marketing, broadcast and UX&D, London-based Studio Output has designed a new look for BBC Sport. Reflecting a new strategy of ‘Sport as a Service’, we created a simple but consistent system for locking up the new BBC Sport logo with network partners, events and regions. The warmer ‘Sport yellow’ is more harmonious with BBC portfolio partners and supported by a bright palette of neutral colours, bringing BBC Sport out of the darkness into a fresher, flatt