Question of Sport is a much-loved part of British television, with decades of heritage and a loyal audience. But with a new era of the show came an opportunity to refresh the brand and move it into a more vibrant, entertaining and inclusive space.
The rebrand launched alongside a whole new squad, including new host Paddy McGuinness and team captains Sam Quek and Ugo Monye, signalling a fresh chapter for one of the UK’s most recognisable sports quiz shows.
The challenge was to create a smart, slick and modern identity that could appeal to a core 30–40 year-old audience while respecting the heritage of the programme and affection of its existing fans.
The result needed to feel energetic and contemporary, but unmistakably Question of Sport, giving the show a stronger visual presence across screen, set and everything beyond.
We developed a graphic language inspired by the things that make sport instantly recognisable, flags, jerseys, team colours, sporting wardrobes and squad numbers.
Shapes from the logo mark were extracted and reimagined as a flexible graphic system, creating a distinctive visual language that could flex across the brand, set and games design.
The result is a unified visual language that feels rooted in sport and games, while giving the show a fresh and ownable expression.
The refresh gives one of Britain’s longest-running quiz shows a more vibrant and contemporary visual identity, creating a brand that feels relevant to a new generation while retaining the recognition and affection built over decades.
By turning the language of sport into a flexible graphic system, Question of Sport now has an identity capable of moving effortlessly between television, set, motion, merchandise and beyond.
A fresh look for a new squad, a new era and the next generation of fans.
