The Surgery has just completed a major rebrand of leading sports technology company Hawk-Eye Innovations. The Sony Group company is probably best known for it’s ball tracking technology that is used to officiate major sporting events like Wimbledon and the English Premier League, but is evolving rapidly and now work’s with over 17 different sports around the world. Our brief was to create an exciting, robust brand worthy of this dynamic company’s current position and future growth plans.
Working with Kim Parker, Hawk-Eye’s Marketing Director, the Surgery design team had to consider all the usual application restrictions – not least digital, to create a robust, future proof identity suitable for their mostly B2B audience.
Kim Parker comments: “Hawk-Eye has become an expected part of many sports fixtures around the world. However the company is evolving and now has a range of innovative solutions for sports feds, broadcasters and sponsors that go beyond officiating and broadcast enhancement, which we’re probably best know for. We asked the Surgery to create a brand that properly reflected Hawk-Eye’s position in the world of sport and are very pleased with the results.”
Hawk-Eye had undertaken a brand audit and developed a set of messages which would inform the new brand, including mission, values and tone of voice. The Surgery
was brought in during the final stages of this audit to help explore how the results could be reflected in an appropriate visual language and, over several months, worked with
the Hawk-Eye team to generate a variety of concepts, eventually settling on the identity shown here.
The final mark, based on the arcs formed by a bouncing ball, creates the distinctive shape of a soaring hawk with its obvious connotations. It represents many parts of
the Hawk-Eye organisation, from their familiar onscreen graphics to the broader overview provided by their newer technologies. Although B2B focused, consumer recognition is important to Hawk-Eye. Their name is already recognised by sports fans worldwide, but the visual identity is less so. The new ID is intended to look comfortable in an environment rich with sports brands logos and appear familiar from the get-go.
The dynamic shape and supporting typeface combine with a vibrant colour palette to give a unique look and feel to all Hawk-Eye businesses. Guidelines have just been completed and roll-out will begin very shortly.