For more than 70 years, Sports Illustrated has shaped how the world experiences sports—authoritative, iconic, and culturally defining. As the brand expanded into a dedicated digital TV platform, it needed an identity that could stand on its own while carrying the weight of that legacy.
To evolve that legacy for a modern, always-on digital TV environment, we created a new branding system built for motion, scale, and flexibility. We created SI TV, a bold, motion-first logo designed specifically for screens—confident, flexible, and unmistakably modern.
Anchored in the most iconic element of the brand—the Sports Illustrated logo—we developed The I, a fluid, interactive design system. It powers patterns, content, and on-screen assets that make the brand instantly recognizable while allowing it to move at the speed of today’s sports culture.
Built to live in broadcasts and streaming environments, the mark gives Sports Illustrated a clear, ownable presence in the digital TV space while remaining unmistakably part of the Sports Illustrated universe.
