Nomad’s creative director Stuart Watson tells It’s Nice That the logo has been “evolved” working in collaboration with brand typographer Miles Newlyn. Moving from upper to lower case, and with the addition of each genre’s appendage (eg. football, cricket, golf), the logo is “simpler and more refined”.
“Unlike most rebrands we had the added challenge of Sky being a network — any change to the Sky Sports logo affects the other channels in the portfolio. And this comes at huge expense to the business. Sky also has a house style made from glass, which has served them well but doesn’t work well in the digital. So it was a battle from day one.
“The key change to the logo is less aesthetic and more about the spirit. Sky has spent decades and millions becoming a liked and even loved brand. It’s informal and lowercase. It doesn’t shout. Then you bolt on a super heavy UPPERCASE SPORTS logo on the end that screams at people. This is what we wanted to change.”
Via It’s Nice That