Sport Industry Group Rebrand 2022
We were recently asked to help give them a brand refresh. They are well-known in the industry by the acronym SIG and they wanted a new logo that reflected that familiarity. They wanted the new design to be simple, modern, more approachable and feel less business-like.
Callum O’Reilly – Senior Designer at Jump:
“The S ’roundel’ shape is iconic to the original brand. We didn’t want to change it much but decided to give it a refresh by tightening up the curves and simplifying it.
As well as the master SIG logo, we were also tasked with creating a coherent look for the rest of their sub-brands, such as Sport Industry Spotlight and Sport Industry Next Gen. Each logo has its own unique colour and typographic quirk that symbolises what that brand is all about.
Sport Industry Socials includes three dots in the ‘O’ which are synonymous for digital chat, whereas for Sport Industry Dining we included a knife and fork.
Sport Industry NextGen (an academy programme), incorporates a subtle arrow symbolising the push and drive they give individuals to start in the sport industry.
Sport Industry Daily (a daily email update), incorporates a computer arrow in the A.
Lastly, Sport Industry Spotlight simply has a filled-in O to represent a spotlight.
The roundel is featured in the word SPORT within all of the logos, as a definitive mark from the umbrella SIG brand.”
The deliverables for the complete rebrand project included:
SIG and SIG sub-brand logos for all uses (Web, digital, print).
Roundel redesign in SIG and sub-brand colouring.
A suggested brand font for use in digital and print.
A style guide for how to use the brand logos.
A PowerPoint template allowing SIG to create new decks with a coherent consistent brand.
A set of templates for social media, emails & banners.
COR – “We believe the new design is approachable and has brought SIG into the digital age. The simplified roundel mark has really helped with that, along with bold colours and a digital-first approach to design.”