A fan-first perspective to subvert dominant broadcasting dynamics that place power in the hands of networks and studios. The promise of being right by the fans quickly came to the fore as the core idea behind TNT Sports. Its meaning is twofold: to exist on the same level as fans of every kind as well as make decisions with their best interests in mind. The resulting strategy shaped every part of the design, establishing a brand that celebrates sport and its many cultures, and takes pride in its power to bring people together.
“Sport is often reduced to the big epic moment. The goal of the season. The trophy lift. The opinion of a pundit. We wanted to create a brand that has space for a collective view of sports, putting fans in the experience. Something that breaks the traditional ‘big moment’ and feels street-level,rich, tactical and spontaneous.”
- Harry Ead, Creative Director
The TNT Sports name is new to British audiences, meaning DixonBaxi could fill it with meaning. They did so by using it to create a graphic device that brings every side of sport to life, on and off the pitch. The Viewfinder utilises the two Ts from the name and logo as brackets that open up. It drives the brand, going beyond the surface of sport to show opinions, moments and statistics, revealing its many layers. A set of motion principles fuels The Viewfinder with behaviours that magnify, navigate, and activate content.
A suite of UI elements with an editorial approach to data. The information is augmented through the digital space, creating a UI landscape that fully immerses fans in match data. It’s where the intuitive nature of The Viewfinder comes to life, using gestural motion to navigate the graphic system and deliver more insights and data than ever before. The system ranges from small moments like innovative “off-clock” data, to walkthrough moments that call out key player stats.
TNT Sports rallies participation with inclusive enthusiasm and serves up a distinctly British wit inspired by the banter fans are known for. A “this N that” language device, also drawn from the brand name, acts as a ligature to join two unexpected things together. A colloquial play on the ‘and’ conjunction, the N connects polarities within fanbases and sports, and heroes moments both big and small.
The TNT Sports brand refuses to homogenise fans, celebrating fan cultures in all their richness. In stark contrast to corporate sports broadcasters, the system’s warmth and tactility places fans and their love of sport at the heart of the TNT Sports universe. Launching July 18, 2023, the new identity promises fans an experience that visually excites as well as delivers the game they’ve been missing all summer.
We partnered with BT Group and Warner Bros. Discovery to create TNT Sports, their joint venture and the new identity of BT Sport. Eager to defy industry expectations, the ambition was to redefine the sporting landscape. Together, the teams set out to create a brand that would stand against today’s commercial sporting standard and hero fan culture in a uniquely emotive and empathetic way. The result is a fiercely tactile brand that reveals the multifaceted nature of sport – an attitude-filled disruptor with a fan-first perspective.
A fan-first perspective to subvert dominant broadcasting dynamics that place power in the hands of networks and studios. The promise of being right by the fans quickly came to the fore as the core idea behind TNT Sports. Its meaning is twofold: to exist on the same level as fans of every kind as well as make decisions with their best interests in mind. The resulting strategy shaped every part of the design, establishing a brand that celebrates sport and its many cultures, and takes pride in its power to bring people together.
“Sport is often reduced to the big epic moment. The goal of the season. The trophy lift. The opinion of a pundit. We wanted to create a brand that has space for a collective view of sports, putting fans in the experience. Something that breaks the traditional ‘big moment’ and feels street-level,rich, tactical and spontaneous.”
Harry Ead, Creative Director
“From the very first day working on this project, it was clear to us that we needed to create a brand that felt close to the fans we were claiming to represent. We wanted TNT Sports to be a relatable expert, a brand you know you can rely on to give you the facts without speaking down to you. The clarity, simplicity, impact and fresh energy all came from that desire.”
Eliot Bromley, Producer
“With DixonBaxi, we are proud to have put fans at the very heart of our look and feel, firstly by hero-ing them and their diversity. We have achieved an unapologetically bold and contemporary design that stands us out from the pack, and will hopefully ensure speedy salience amongst our audiences from the get-go.”
Andrew Georgiou,
President and Managing Director Warner Bros. Discovery Sports Europe
The TNT Sports brand refuses to homogenise fans, celebrating fan cultures in all their richness. In stark contrast to corporate sports broadcasters, the system’s warmth and tactility places fans and their love of sport at the heart of the TNT Sports universe. Launching July 18, 2023, the new identity promises fans an experience that visually excites as well as delivers the game they’ve been missing all summer.
“With DixonBaxi, we are proud to have put fans at the very heart of our look and feel, firstly by hero-ing them and their diversity. We have achieved an unapologetically bold and contemporary design that stands us out from the pack, and will hopefully ensure speedy salience amongst our audiences from the get-go.”
- Andrew Georgiou,
President and Managing DirectorWarner Bros. Discovery Sports Europe
“It was important to approach this project in an instinctive way. The fanzine [we created] signifies the raw spontaneity of sport which makes it so captivating. We tapped into the rich subcultures of sports that are forged by the uniqueness of fans.”
Tassia Swulinska, Design Director
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A suite of UI elements with an editorial approach to data. The information is augmented through the digital space, creating a UI landscape that fully immerses fans in match data. It’s where the intuitive nature of The Viewfinder comes to life, using gestural motion to navigate the graphic system and deliver more insights and data than ever before. The system ranges from small moments like innovative “off-clock” data, to walkthrough moments that call out key player stats.
The TNT Sports name is new to British audiences, meaning DixonBaxi could fill it with meaning. They did so by using it to create a graphic device that brings every side of sport to life, on and off the pitch. The Viewfinder utilises the two Ts from the name and logo as brackets that open up. It drives the brand, going beyond the surface of sport to show opinions, moments and statistics, revealing its many layers. A set of motion principles fuels The Viewfinder with behaviours that magnify, navigate, and activate content.
We worked closely with type design studio F37 to craft sans and serif typefaces with opposing characteristics that capture the eclectic mix of sports and fans that make TNT Sports unique. In combination, they provide a heavy-lifting range of precision and attitude allowing the brand to dial up and down emotion at the right moments.
“It was important to approach this project in an instinctive way. The fanzine [we created] signifies the raw spontaneity of sport which makes it so captivating. We tapped into the rich subcultures of sports that are forged by the uniqueness of fans.” - Tassia Swulinska, Design Director
TNT Sports rallies participation with inclusive enthusiasm and serves up a distinctly British wit inspired by the banter fans are known for. A “this N that” language device, also drawn from the brand name, acts as a ligature to join two unexpected things together. A colloquial play on the ‘and’ conjunction, the N connects polarities within fanbases and sports, and heroes moments both big and small.
“With DixonBaxi, we are proud to have put fans at the very heart of our look and feel, firstly by hero-ing them and their diversity. We have achieved an unapologetically bold and contemporary design that stands us out from the pack, and will hopefully ensure speedy salience amongst our audiences from the get-go.”
Andrew Georgiou,
President and Managing Director Warner Bros. Discovery Sports Europe