NBC Sports: Comcast Sharpens Network Branding Ahead of London Olympics

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When Comcast formally acquired NBC Universal back in January of 2011, it was only a matter of time before the two sports powerhouses combined their national, regional, and cable efforts to create a single sports media juggernaut.

Following a complete overhaul from brand strategy through to creative execution that included the rebrand of Comcast’s Versus channel to NBC Sports Network on January 2nd, 2012, NBC Sports Group is showing off its new face in 2012.

The NBC Sports Group’s new identity launched in January with the rebrand of Versus to NBC Sports Network, and has rolled out across their coverage of the Super Bowl and Triple Crown. The new brand is set to further roll out during NBC Sports Group’s Olympic coverage in July, and will be featured on NBC, NBC Sports Network, the Group’s RSNs (regional sports networks), and digital and web properties.[more]

The rebranding includes positioning, conceptual development, and creative expression to create solutions that would not only work for the network launch, but more importantly for the Group’s continued growth and expansion.

Brand consultancy and creative agency Troika helped Comcast with the NBC Sports branding project as it readies for its next big broadcasting challenge: the London 2012 Olympics. Other “signature properties” for NBC Sports includes NFL Sunday Night Football and the Super Bowl, NHL on NBC, horse racing’s Triple Crown, golf coverage including the recent U.S. Open, and the Tour de France.

“This was an incredible opportunity to work with the talented NBC Sports team to combine two networks under a unifying brand identity,” stated Troika Creative Director Gilbert Haslam. “The complexity and scale of assignment made this a perfect fit for Troika. It allowed us to engage our collective set of sports branding skills from positioning, conceptual development, and creative expression to create solutions that would not only work for the launch, but more importantly for the Group’s continued growth and expansion.”

What’s going to make it different from all the rest? According to the release, the idea is to deliver fans “Immersive Moments” that “bring fans into to the action through a ground-level POV from inside the sporting arena.”

Furthermore, “Signature elements were built to bring fans into to the action through a ground-level POV from inside the sporting arena. The package was delivered to provide continuity and clarity across the Group’s live event game packaging, the rebrand of Versus Network to NBC Sports Network, studio shows, insert systems, a promo toolkit, a reimagined logo system, and network IDs.”

Check out some of Troika’s new IDs for NBC Sports below, including HD-ready NHL on NBC graphics:

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