Sky's Branding

It would never stick and never sound right. The thing is people are more likely to refer to BT Sport as BT Sports than they are Sky Sports as Sky Sport the brand name is simply too much on the public consciousness. And I'd argue the strongest of any of Sky's brands.

Oh I dunno.....

To be fair you've only kept one element of the logo we were referring too. And yes I still think that Sky don't looks dated. That said I don't think that mock looks that bad.

Way I see it - there's any number of ways to re-imagine the current Sky Sports generation of logos (1998 - present). All you need to do is decide how you're differentiating the sky and the SPORTS parts of the logo. They can be in keeping with the Sky Corporate vision while having their own individuality.



The last one even has a throwback to the curved Sky logo of the early days of Sky Digital.

Please note I am NOT a mocker or a designer - these were done on Powerpoint 2003 in 10 minutes. I present them here as rough examples ONLY.

Yes, nostalgia doesn't put things in the right light

It'd quite dated in 2016, especially from Sky, especially since Sky uses a new corporate logo, of course

Yeah, it does look dated now. Of course, originally, that font originated with the FOX Sports logo of the time...



...but even FOX Sports has changed that logo, not much, but the old font is gone...



...yes, the 1998 Sky Sports logo was a great logo at the time, but when it was changed, it had already started to look dated, and tired.

That logo dates from 2001. This was the current one in 1998, which does still include the font.
http://vignette4.wikia.nocookie.net/logopedia/images/d/df/Fox-sports-blue-and-white.svg/revision/latest?cb=20151113184101

As you can see, they basically just put the red Sky box to the left and deleted the Fox logo.

http://vignette2.wikia.nocookie.net/logopedia/images/f/ff/Sky_Sports_1_logo_2000.svg/revision/latest?cb=20100402114410

Was there any reason why this particular Sky "logo" was in use? I know it was during the time when they wanted every channel to have their own independent feel and feel less like a network, but the only consistency in all their logos was that Sky typeface... but it wasn't their official one. It's the only phase where all of Sky's logos didn't incorporate their actual logo (at least as far as I can remember). Not to mention it looks terribly old-fashioned for the late 90s.

It was a very odd time in Sky's branding. They effectively had two logos during that period and continued to do so for the entire 2000s. From 2001 onwards they started rebranding their channels using an uppercase version of their actual logo (which in fact looked very similar to the logos they had used for most of the 1990s) but it still felt like they had two logos, because the lowercase one was the official one.

Only from 2010 onwards did they revert back to using the Sky corporate logo in their channel brands.

Well I always thought they used the all caps SKY logo for the channels because it didn't look as awkward as the corporate lowercase 'sky' would have been. Then that all changed when they rebranded Sky 1/2/3 in 2008 which very nicely integrated corporate logo, and followed that on similarly very well with Sky Arts and Sky Movies. Of course, they've now negated that by putting them all in boxes again, making them look pretty awkward with the mixture of lower case and upper case. Although it doesn't look as weird now as it did when they first changed Sky Sports' logo.

Actually now there's much more order and balance to the Sky branding, with the boxed design and the same Sky logo for all the channels.. no need for a caps Sky logo for some channels and not the main Sky brand

There's nothing weird in Sky being lowercase and the rest being caps into the same logo

I think part of the reason why was it was rumoured that Sky was going to be split into two business, one for the channels and the other for the platform. The channels got the classier Sky logo out of the lot in my opinion. But that idea soon died before the channels adopted the upper case version of the Sky logo.

This was also the time when they really invested in Sky Premier, trying to make it a British HBO, they invested in the Sky Originals and initially Time Gentleman Please and Harry Enfield were Premier bound.