Words: Lilac Burrell, Animations: Gabriel Gabriel Garble, Typeface: Dolis by Loris Pernoux
In some ways, graphic design is like a team sport (hear me out on this…) The designer is the coach, assembling elements like players, whereas a successful design is about using these elements to communicate emotion and tell a story. Every element has its strength and its part to play, but they can’t work in isolation – in the best work/team, each detail complements another, and they all work in unison. And a good coach sees the game play out before players hit the field, seeing it from all angles at every finished draft, considering the playing conditions (in this slightly stretched analogy, the cultural context) and the opposition (its competitors in whatever sector it’s designed for).
Until recently, many designers working in the field of sports graphics have been trying to make that dream team, all the while restricted by the tradition and tropes of individual sports. The slow-rising wave of graphic design is throwing off old shackles and instead lacing its cleats to experiment and play through digital and static media. Sports design is currently redefining how to use its elements to include broader audiences while attempting to stay true to its heritage. Take the July 2023 U.K. and Irish BT Sport rebrand to TNT Sports. which uses a moving practical typeface to accent digital to translate multipurpose usability. This rebrand employs play and flexibility as an invitation for the audience to be engaged. Fans are invited to see more, be more, and foster community around inclusion. Teams, channels, and brands rely on graphics to expand who and what is in focus. It’s a tricky line to tread – particularly in certain sports, where fans are fiercely loyal and any change is taken very seriously.
