BT Sport


Red Bee worked with BT on the most exciting new channel launch of 2013.

The Challenge

BT initially talked to 12 agencies to find the right partner to create the brand identity for their new channels, BT Sport 1 and 2. Following a creative pitch they selected Red Bee to create the look and feel of the new channels.

BT Sport wanted to sit close to the BT master brand and create a proposition different from their main rival Sky Sports by making it more inclusive, softer and less macho – re-defining sports broadcasting. Red Bee was delighted to take on this challenge for the most exciting channel launch in the UK for some years.

The Solution

Our creative response was to evolve the 'Connected World' mark in the BT logo and to show this in perpetual, seamless motion between sports, studios and across screens and devices, with a softer and more approachable feel than BT Sport’s main rivals.  The match graphics system breaks convention by sitting at the bottom of the screen, and takes advantage of designing to a 16x9 grid for the first time in sports television.

The REsults

BT Sport went on air on 1st August 2013