Concept and creative process
'Sportsnight', the BBC midweek evening sports magazine programme, provides coverage of the whole sporting spectrum. This specially produced live action sequence was designed to show the new series logo typically displayed in a variety of sporting contexts: as a decal on a helmet or racing car, on a singlet or football jersey, on the green baize of a snooker table, on bowls, on a horse competition jump and even below the surface of an ice rink, under the pirouetting feet of an ice dancer. The end shot of the sequence shows the elements of the CGI logo coming together to establish the brand full-frame.