SPORT LONDON - brand DESIGN.
The team at Voyager Branding asked me on board to collaborate on a new brand identity for Sport London - a group of premium sports bars in the UK's capital. Voyager worked closely with Sport London to develop a distinct strategic positioning for the group, as the PERFECT place to watch live sports. In the design stage we extended this notion and introduced a strong graphic styling to emphasise the thrill of the perfect live moment, lending a keen sense of action, energy and movement which carries through each asset. Clear and easy to apply framings and overlays feature blocks and angles, key line type is suggestive of pitch and track markings. Words are emphasised with a solid 'sport line' underneath, which becomes a strong brand property for static or animated application. The resulting suite of artwork brings attribution back to the umbrella brand whilst also allowing dual branded moments acknowledging individual venue personalities.
Deliverables included a full logo suite, colour palette, typography styling, secondary brand devices, photographic styling recommendations, indicative layouts for social posts, in-venue posters, tube cards, digital banners, and motion principles, all brought together in a detailed guidelines document.
Agency: Voyager Branding
