Sportv, one of the leading sports broadcasting brands on Brazilian television, underwent a rebranding process where sound took center stage. We strategically developed a new sonic identity, including a sonic logo that captures the energy and power of a crowd’s cheer.
Sportv
Discover the rebranding process of one of the biggest sports broadcasting brands on Brazilian television.
A new visual and verbal identity was born with a more contemporary, emotional and warm positioning. But sport is not just translated into images. Sound was a key element to reinforce this new narrative. Instead of just a TV channel, a sports content platform connected through attitude and delivery. But how can we make sport resonate with Brazilians through sound in an identitary way? Using our Sound Thinking methodology, we took a deep dive into the world of sport, seeking to identify sound patterns that are often present in each segment, but are not easily perceived. Sound and sport have an ancestral relationship, and different instruments, such as the drums, helped to maintain the rhythm in moves of athletic events or even incited confrontations about to happen. Since then, more and more rhythmic and melodic cells, with various timbres, have been gaining space in everyday sports. From crowd chants to the use of different musical styles in the journey of amateur and professional athletes, these patterns ended up connecting the sport around the world, becoming global sound codes. Despite the evolution, there are still sound elements intrinsically associated with sport that remain in humanity's collective unconscious, stimulating concentration, training, accomplishment and celebration. Sportv, a brand that is 100% Brazilian, understood this essence and inserted the Brazilian touch into this global musical aesthetic, in a non-stereotypical and distinct way to create its identity, going beyond music, translating a proprietary way of speaking and living the sport.
Sound Identity
Understanding this scenario, we bring together different modalities according to its sound culture. We have circumstances with a prevailing global aesthetic, and others in which the Brazilian identity is already present. Sportv’s musical language evokes the sound culture existent behind each sport and adds the Brazilian touch in a balanced way, creating a connected identity that is unique and proprietary.
Sound Logo
To reinforce brand memorability through sound, we designed a Sound Logo based on the sound strategy created. An iconic rhythmic cell mixes the beating of the heart with a very Brazilian accent and a melody that was born as a fan chant.
Trigger
The trigger is an immutable key element that prepares for Sportv's rhythmic and melodic cell. A continuous sound in the mid-low region culminating in a slightly reverberant vocal, Inspired by the crowd and its voices that come together in a single sound.
3 Key Notes
Sportv Sound Logo has a striking rhythmic cell of three notes, inspired by the drums that evoke the spirit of grit and determination in the sport.
3 Key Notes
The melody of C, A#, A# (C, A sharp and A sharp) accompanies the rhythmic cell and has a strong last note, reinforcing a successful outcome.
Our projects
To reinforce its commitment to sustainability and raise awareness about the conscious use of technology, Vivo innovates by combining our sound intelligence with art, partnering with Soundthinkers and Alok in a unique and disruptive project that evokes the essence of a brand that champions emotional technology.
A leading brand in beauty and personal care in Brazil and Latin America, Natura combines science and nature in its products. Now, this connection extends to its new Sound Logosonic logo, inspired by the relationship between living beings and technology, created from the natural richness of the Amazon Rainforest.
We immersed ourselves in the feminine universe to map out habits and craft a sonic strategy that reflects GNT's DNA: a channel even more connected to Brazilian women. We developed guidelines encompassing musical, vocal, and non-musical elements, strengthening the brand's identity.