Monday, October 30, 2017

Trollbäck creates cross-platform look for NFL GameDay show

NFL GameDay is the flagship show of the NFL Network, providing more than 15 hours worth of highlights and analysis every Sunday. It recently launched a new look with new graphics by Trollbäck+Company.

The new look is part of a complete review to create a holistic brand experience. The graphics are designed by be flexible and adaptable as the show's content changes rapidly to accommodate new audiences and new ways of viewing. Overall, the look has less of a three-dimensional "TV" style and more of the flat and clean style that works better across platforms. The motion graphics feature colours and logos from the different teams that have been cropped to create bold and interesting juxtapositions.

NFL GameDay from Trollbäck + Company on Vimeo.

"Design and branding studio Trollbäck+Company recently partnered with NFL Network to create a 360° brand refresh for its flagship GameDay franchise, which offers passionate NFL fans more than 15 hours of analysis, league news and highlights every Sunday. The new look reflects how Trollbäck+Company is helping sports and entertainment clients alike unify their brand across all platforms, especially as younger audiences increasingly turn to OTT and social for live sports.

Given the rapidly changing nature of the content on GameDay, Trollbäck+Company made the design system flexible for the network’s in-house graphics team. Aesthetically, the content-first package extends the NFL brand beyond linear television, with stripped-back 3D elements in favor of a flatter, cleaner look for cross-platform clarity wherever GameDay lives. This graphic treatment is underscored by powerful football imagery and symbolism to deeply resonate with fans. An updated logo system aligns all five GameDay properties, and is one of the only assets to retain a 3D aesthetic.

The job extended to the larger visual identity of NFL Network with an updated on-air graphics system featuring a custom-designed typeface. Partnering with the marketing team at the network and Commercial Type, Trollbäck+Company arrived at NFLN Tackle Black Sans, which maximizes legibility on all screens. The new typeface can now be seen on-air, as well as digital collateral, including websites and newsletters."