New Sportsnet Logo

sportsnet logoSportsnet has a new logo. The Rogers-owned sports network, which includes six TV channels, two radio stations, a magazine, and a website, now uses this logo:


In a press release, here's what Sportsnet has to say about their new logo:

A brand identity was built, beginning with a redesign of all Sportsnet logos into one cohesive system. The conceptual platform behind the creative, "Conduit," was anchored in the network's new position by visually fuelling the fan's excitement through professional passion and spirited storytelling. The concept takes viewers on a journey through intricate circuits and light to build excitement and illuminate stories that are most relevant to fans in each region.

On the great design blog Brand New, here's what they're saying about it:

The icon in the old logo was one of those aberrations that you wish your eyes could unsee, like the twin-girls-in-the-hall scene from The Shining and, unfortunately, the new logo does not quite wash the feeling off. The new logo looks surprisingly old as if it had been designed decades ago. The thick slab serifs make the wordmark feel heavy and awkward — the bigger problem with that is the italic sans serif is already heavy and awkward. The double-swoosh under the SN — other than highlighting the acronym "SN" — is gratuitous and doesn't seem to mean anything in particular. In general, the logo does not signal a move into the twenty-first century for Sportsnet.

What do you guys think of Sportsnet's new logo?

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Comments (19 - click here to join in!)

Raptors Devotee

I think Buffalo Bills right away with the colour scheme, and it almost looks like the top of a helmet. Coincidence, I think not. The red swoosh is almost identical, just curved more, and the colours are virtually if not identical.

October 7, 2011 @ 9:53 AM

Toronto Mike Verified as the defacto Toronto Mike

Here's how the old logo looked:

October 7, 2011 @ 9:56 AM


Very Bufallo Bills

October 7, 2011 @ 9:58 AM

Toronto Mike Verified as the defacto Toronto Mike

Yes, I see the Buffalo Bills logo similarities.

Here's the Bills logo...

October 7, 2011 @ 9:59 AM


If it wasn't for the fact that Sportsnet played the Jays, I could live my entire life without that channel. Their 'personalities' are lame, and their shows production value always seems 2nd rate.
I watch TSN, and the Score much, much more than I do Sportsnet. I even watch my local Rogers station more (for OHL games).

October 7, 2011 @ 10:03 AM

Mississauga Mike

I find their balance of highlights on Sportsnet Connected far better than TSN who just refuses to not talk about hockey. I used to watch Sportscentre but for the last two months have been all over Connected, especially with the MLB pennant races.

October 7, 2011 @ 10:17 AM


I have the rogers sports pack and it reminds me of a glossier version of comcast sportsnet in the states. Overall I like it.

October 7, 2011 @ 10:44 AM


Hate it. And I hate The Fan's new rebranding too.

October 7, 2011 @ 11:04 AM


It's nothing special. It looks more generic now, as per the standard Rogers formula.

October 7, 2011 @ 11:18 AM


I immediately thought Buffalo Bills too. But that isn't gonna stop me from buying their new magazine.

October 7, 2011 @ 11:48 AM

4x4 Time

Very weak

October 7, 2011 @ 1:39 PM

Ryan G

Aside from the bills'esque thing, I quite like their re-brand.

And i love their slogan "fuelled by fans". It's smart because most television branding tries to suggest that their station has the best this or the most that. With this, sportsnet recognizes the people who actually end up paying for the channel.

Ultimately, if it wasn't for the fans (in any sport) there would be no television coverage, and no sportsnet.

October 7, 2011 @ 2:31 PM


The only thing good about sportsnet is the sexy Evanka Osmak.

October 7, 2011 @ 2:35 PM


re Ryan G (14:31):
Isn't Sportsnet fueled by its Tier 1 class CRTC licencing? Everyone Canadian who subscribes to cable or satellite with even one channel beyond the strictly basic (if that is available) is forced to include Rogers Sportsnet. Or TSN. Or CTV Newschannel. Or the Weather network. or A&E and CNN and TLC...
I had a digital pick and pay a long time ago. Sure enough, it was as mandatory as the pre-MTV Canada, er CTV's TalkTV licence.

p.s. I watched last night's CBC Leafs broadcast Over the Air in free letterbox format. Not a cropped Standard Def. 3/4 cable system format.

October 7, 2011 @ 5:23 PM


I thought of the Bills right away.

October 7, 2011 @ 7:19 PM

Ajax Mike

Ditto on the Bills thing. Seems very retro too.

October 7, 2011 @ 9:35 PM


It appears I'm in the minority. The first thing I thought of was the old Patriots logo.

October 11, 2011 @ 10:59 AM


Sorry, I meant "ol'" not "old".

October 11, 2011 @ 11:00 AM

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