BT has revealed its new BT Sport logo ahead of the company’s launch of new sports channels in the summer.

The logo, which was developed by Red Bee Media, mixes the BT Connected World brand imagery with a new font developed specifically for the new brand.

The new identity for the channels, which is also in development with Red Bee Media, will feature in all the company’s BT Sport marketing materials, on air and across social media.

Grant Best, senior channel executive producer, BT Sport, said: “We are delighted with the logo Red Bee Media has produced for BT Sport. We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster. We have used the BT connected world globe, with a twist. The globe colour palette allows us flexibility to introduce elements of creativity throughout our new sports channels, giving us a unique look and feel.”

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