SPRT
University project – 7 weeks, individual project – 2021
Brief: Create a holistic brand itentity and key motion graphics for an imaginary new TV channel.
The brief gave us four possible choises of names for the TV channel. I chose “SPRT” and decided on creating a motorsport station, with an increased focus on Formula 1.
I have added my full project report with a short design manual at the bottom of the page.
Research and visual exploration
The motorsport industry had seen a big decrease in new viewers for a while, and because of that, some motorsport series have started to rethink their market strategies. Formula 1 in particular, made a deal for a documentary series in 2018 and has increased its social media presence over the last couple of years. This has brought in a lot of younger viewers, while a big part of the audience is still older people.
Moodboard
Visual development
My research findings led me to base the colour palette on the classic racing colours: Red, black and white, but with a twist. Replacing the black with a dark blue, and using a slightly lighter, more energetic red made the design more contemporary while paying homage to classic racing designs.
Many existing motorsport channels use a lot of 3D elements that look outdated. In order to appear more modern and stand out from the competitors, I chose to rely on 2D-based graphics. I explored several visual expressions by using S and the whole name; SPRT, always keeping in mind that the logo/visual identity should work well in motion. I tested logo sketches with quick animations in an iterative process to land a good result for all touchpoints.
Logo exploration 1
Logo exploration 2
Logo exploration 4
Logo exploration 3
Final concept
The logo needed to be instantly recognisable and read in many different shapes and sizes. It also needed to be adapted to various media and inspire and open up for interesting motion graphics. Therefore, the clean, uncomplicated silhouette inspired by a racing track in the shape of an S was selected. This concept easily translated into dynamic movement for motion graphics.
As this project is a part of my motion graphics degree, the main focus was on implementing the brand identity in the animations for the TV station.
The concept behind the logo and visual identity is taken further in the animations, focusing on using the S in the logo as the primary visual element and creating contemporary, energetic animations.
Master logo
Logo variants that can be used for diffrerent motorsport disciplines
Animations
Main Ident
Bumper Animation
Caption and timing wall
Menu
Secondary ident
Digital on-screen graphic
End board