DAZN
A brand evolution for a sports revolution
How Now Creative: Design Director - Creative Strategy | Brand Identity | Motion Language | Broadcast Package | Social Toolkit | Brand Guidelines
01. Challenge
With a challenger mindset, DAZN aims to democratise global sports broadcasting for the fans. With plans of rapid growth, a new brand identity was essential. It had to be robust, infinitely flexible and appeal to an ever-expanding global audience.
02. Approach
We created a modular brand system ready for roll-out across five new global territories. The brand foundations set the tone for high-impact communications and global consistency across seven languages. Touchpoints range from social toolkits to broadcast packages, digital product ecosystems and everything in between.
Taking the original DAZN logo, we softened the hard-edged masculine collegiate look creating a sophisticated balance and giving a broader appeal. The logo is the foundation of the expression, it locks up modularly with a vast array of sporting franchises such as the Premier League, F1 and NBA to offer an infinite range of compositions depending on context. From banner ads to endboard promos, the modular system is extraordinarily versatile.
03. Solution
Core to the brand expression is the flexible typographic system. Design systems like league tables and in-game statistics dial back the brand expression to deliver key information, whilst OOH and hard-hitting MMA promos harness an entirely different attitude. The language scales so it can whisper and shout.
The colour palette is directly influenced by sport. The neon zing of a tennis ball, the off-white hue from chalk used in MMA and the dark depths of tarmac from the F1 grid. Combined, they create a distinctive range which packs a punch.
The distinctive motion language is elegant in transitioning between content whilst subtly referencing some of the physicality of the sports we love.
A brand identity inspired by sport at every turn
Watch
04. Impact
At launch, the new brand identity was at the centre of some impressive numbers:
Launched in five new global territories
Gaining over 2 million new subscribers within just one month
A direct result of an effective, robust and adaptable brand system, positively impacting consumer behaviour
Project Team
Exec Creative Director: Phil Bolger
Design Team: Brendan Kersey, Matt Croft,
June Mineyama-Smithson
Motion Lead: Chris Meadmore
Motion Designer: David Phelps
Head of Production: Dawn Christy