Sky Sports
Advertising
About
Sky Sports is one of the most recognised names in global sports broadcasting. With millions of viewers across the UK and beyond, it covers a huge range of live events, highlights, analysis and breaking news across football, Formula 1, cricket, darts, boxing and many more.
Scoreboard
On-screen graphics
on-screen graphics
Background
As the brand has grown, so has the need for a more unified visual voice. One that can speak with authority across all sports, channels and formats, while staying true to Sky’s values of being welcoming, entertaining and creative.
Styles
Working with F37® has been a genuinely inspiring experience. From the outset, they collaborated brilliantly, taking the time to understand my vision while bringing their own unique expertise and creativity to the process. Their ability to craft type with both personality and precision added immense value to the Sky Sports re-brand. The final font is not only beautifully designed but also packed with the kind of character and attention to detail that gets noticed. I’m confident it will become a defining part of the next chapter in Sky Sports’ iconic identity.
Ceri Sampson, Group Executive Creative Director — Sky
On-Screen graphics
Socials
The brief
Over time, Sky Sports’ sub-brands had each adopted their own visual language, including six separate sport-specific fonts. Each had its own tone and visual quirks, but they shared some key limitations: they were all-caps, only available in a single weight, and each was a modified version of an external typeface. This created brand inconsistency and limited Sky’s creative control.
More importantly, none of these fonts felt truly ownable. And none of them had the ability to flex across the full range of Sky Sports content, from bold on-screen headlines to detailed stats and editorial features.
We were briefed to created a single, unified typeface that could replace all six and become a recognisable, distinctive asset for the Sky Sports brand. It needed to work alongside the core Sky brand font, feel more welcoming than the traditionally masculine tone of sports typography and convey the energy of elite competition.
It also had to be highly functional. A font that could perform just as well in dramatic headlines as in dense broadcast graphics. Legible, flexible and recognisable as the voice of Sky Sports.
On-Screen graphics
Delivery
We built the typeface on a humanist skeleton for warthm, clarity and versatility. This gave it a friendlier and more welcoming feel than the previous geometric-style fonts, while still capturing the energy of sport.
Angular cuts, sharp terminals and pointed vertices bring a sense of movement, referencing the dynamics of their sports coverage. These were balanced by rounded corners, inspired byt the new Sky brand roundel, which helped to soften the tone and feel more cohesive with the wider brand system.
The final family includes five weights, from Light to Super Bold, each with matching italics. A condensed style with italic was created for tighter layouts and on-screen use, where space might be limited. In addition, a broadcast-specific version was created, featuring simplified and incision-less numerals to provide better legibility in data-rich environments like fixtures and stats tables.
The regular weight was designed as the hero cut, to be used across most marketing and editorial applications. The Super Bold brings maximum impact for dramatic headlines and key moments, while the Condensed provides versatility in tight settings. With open apetures, generous counters and a strong x-height, the typeface performs confidently across all media and sizes.
The result is a versatile, energetic and distinctly welcoming font family that gives the whole of Sky Sports a bold new typographic voice.
