SuperSport is South Africa’s leading sport broadcasting network and has been around since the late 1980’s. Being the home of South African sport and international sport for South African audiences, the brand was in need of a facelift, a redesign to make it more modern and more appropriate for sport and the current era.
The redesign was based on two major concepts, that of line and that of numbers. The element of line is everywhere in sport, be it literal as in the lines on sport fields, or metaphorical. The second concept which is based on LCD numbers and screens is another interesting aspect to sport as numbers are everywhere and used through all the sports, whether it be numbers for positions, time or the numbers on player jerseys or race cars.
The S remained an element in the redesign based on research of the target audience and perception of the brand. Viewers felt that taking the S away from the identity would lose the brand completely and people would not recognize SuperSport anymore. They felt that losing the S would create a whole new company and that’s not what the target market wants. They want an aesthetically modern identity that is an improvement from the old and dated one.
Sting 1
Sting 2
Sting 3
Sting 4
Sting 5
Sting 6
Sting 7 - *Epilepsy Warning, viewers are advised!*
Sting 8
Schedule Filler
Ticker Tape and in-situ branding
The new mobile app
