SPOTY
CLIENT
A new, bold approach was desired. The launch needed to tell a story of the history of the show whilst looking ahead to its exciting future.
Type
Packaging
,
Year
2024
Strategy
Jard undertook a review of the history of the awards, from their inception as a part of Sportsview magazine to the national icon that it is today – a milestone moment in the British sporting calendar. We took inspiration from logos past and present. We looked at broadcasts, posters and even voting cards from years gone by. This all helped the team to develop a range of options for consideration. We then worked with the Whisper team to narrow this down to one option, finessed to what we now see.
Voice
A key part of the BBC Sports Personality of the Year brand and associated assets is its ability to communicate messages. This might be linked to nominees, winners, accolades and more. We developed a bold, impactful method of delivering messaging, naming and so on. This style wraps around imagery and icons, just as the winners names do on the trophy itself. The result is a powerful communication style that elevates the subject of any piece of content to star status.
Identity
The new identity offers a new, remastered perspective on the trophy icon. We have sought to make more of the base and the names that adorn it, offering a creative vehicle that we were able to use to inspire brand assets and visuals. We also had a need for the logo to offer the flexibility to accommodate the names of each and every award given out on the night. This range was baked into our design solution. Our result is a logo that is instantly recognisable, bold and confident. It also acts as the inspiration behind associated design assets, offering a consistent and well-rounded brand fit for the bright future of the awards.
