Star India rebranded all its six sports channels by bringing them under one brand “Star Sports”. The new brand identity of Star Sports is a metallic star with an explosive incandescent swooshes symbolising the authority and passion of sports. The sports network has a new tagline called “Believe”.
The rebranding is designed by London-based venturethree who worked with Why Projects on the brand positioning and with Los Angeles, CA-based Capacity to help develop the on-screen packaging for all six channels.
“The philosophy of the new Star Sports brand is to inspire the hero in every sports fan. Brand strategist and venturethree partner Verity Evans said “Star Sports will deliver on this promise by changing the TV and sports landscape in India. Aiming to socialize new sports in India, to bring India high-quality local language coverage and commentary and to raise the quality of sports broadcasting in the region. It’s the start of a sports revolution.”
“In creating the new brand we were not looking to position Star Sports in relation to other sports broadcasters, but to place it firmly in the world of the greatest sports brands.” said Stuart Jane, creative director and partner at venturethree.” – Star Sports Press Release
The overall packaging is dynamic and has got that sports energy in it. The ever burning streak moving at the heart of the Star is also a nice effect.
Agency: Bemo & Capacity Collaboration / Los Angeles
Brand Agency: Venturethree / London
Creative Direction: Capacity / Bemo
Bemo / Creative Director: Brandon Hirzel
Bemo / Art Direction – Animation – Compositing: Omer Avarkan
Bemo Animators: Omer Avarkan – Alex Rupert – Khellar Crawford – Alphonse Swinehart
Sound Design: Echolab / Dublin
Bemo Producer: Alex Serrano