Hawk-Eye branding

The Sony Group company is probably best known for its ball tracking technology, used to officiate major sporting events like Wimbledon and the English Premier League, but is evolving rapidly and now works with over 17 different sports around the world. The Surgery’s brief was to create an exciting, robust brand worthy of this dynamic company’s current position and future growth plans.

The final mark, based on arcs formed by a bouncing ball, creates the distinctive shape of a soaring hawk with its obvious connotations of accuracy and focus.

Although B2B focused, consumer recognition is important to Hawk-Eye. Their name is already well known to sports fans around the world, but the visual identity less so. The new ID is designed to look comfortable in an environment rich with sports brand logos and appear familiar from the get-go.