What is Sporting News
An independent American sports news website and former print magazine. It's the longest running sports news offering established in 1886 as a magazine. The magazine stopped publishing in 2012 and became a website which initially launched in 2009.
Re-invent Sporting News as the #1 independent multi-sport news website in the world.
The whole project team including key business stakeholders came together to define the project. A group SWOT analysis outlined key areas of improvements and who we want to target. It was decided a brand refresh and a new logo was needed to keep up to date with the growing media landscape.
The Design Team investigated the assumed market, which was under 30 young professionals who loves sports. FIndings were condensed into 4 personas. This helped understand the users and what they would want from a website like Sporting News.
The brand position and the brand values influenced the new website and brand. I want to focus on the logo and how it was designed with frequent user input. This was key to the new brand. Sporting News is a relatively unknown brand. Many people find Sporting News via social media and therefore the logo would be the first thing people see. The logo had to be memorable and symbolise the brand.