BT Sport reveals logo ahead of summer launch
Published Feb 7 2013, 11:25 GMT | By Andrew Laughlin
BT has today unveiled the logo for its new £1 billion-plus BT Sport venture ahead of its launch in the summer.
The logo, developed by digital media firm Red Bee Media, mixes the imagery from BT Connected World with a new font developed specifically for BT Sport.
Alongside unveiling the new logo, BT has also today started online pre-registrations for the BT Sport channels, which will show Premier League football, rugby and other sports.
Contained in a lozenge shape, the logo features the traditional BT corporate font in the left-hand corner, with partial elements of the globe in red, yellow, lilac, purple and green.
The 'Sport' brand fills the rest of the logo in white lettering using a bespoke new font based on gotham.
Red Bee Media, the operation that was formerly BBC Broadcast, is also developing a new identity for BT Sport across on-air, marketing materials and social media.
Grant Best, senior channel executive producer at BT Sport, said: "We are delighted with the logo Red Bee Media has produced for BT Sport.
"We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster.
"We have used the BT connected world globe, with a twist. The globe colour palette allows us flexibility to introduce elements of creativity throughout our new sports channels, giving us a unique look and feel."
BT is taking a huge gamble with its new sport operation, after spending big on live rights to take on the dominant Sky.
Last year, the telecoms giant snapped up a three season deal to Premier League rights worth a total of £738 million, and then spent £152m on a four-year deal to Aviva Premiership Rugby.
It has poached BBC presenter Jake Humphrey to lead its football coverage and has signed up Clare Balding as a BT Sport presenter
The BT Sport channels will be based at the iCITY development at the Queen Elizabeth Olympic Park in Stratford
. Add in production and set up costs, along with the acquisition of other sports rights
, and BT has invested well over £1bn on the venture.
Customers can now pre-register their interest in BT Sport at a new dedicated website
The channels will launch in the summer ahead of the start of the new football season in August 2013. Alongside BT Vision, the BT Sport channels are also expected to be available on Sky and Virgin Media.> Disney admits ESPN may leave UK after missing sports rights deals> Sunset + Vine wins contract to produce BT Premier League coverage