Revitalising the UK’s longest-running quiz show for a new generation of sports fans.
Context
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.
A new identity that takes the show forward without losing what made it loved.
Positioning
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 the 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 and sporting wardrobes.
Turning the visual language of sport into a graphic system.
The System
Shapes from the logo mark were extracted and reimagined as a flexible pattern system, creating a distinctive visual texture that could flex across the brand.
The result is a graphic language that feels rooted in sport while giving the show a fresh and ownable expression.
From experience days to an adventure brand built to grow.
Impact
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.