Sportschau Rebranding

November 4, 2016

Designing a new look for Germany’s most beloved sports show is understandably no trivial matter.



The Sportschau is Germany’s premier sport reporting show that has for decades been a staple of the German sports diet for millions of sports enthusiasts. In the past, public broadcasters in Germany were the only source of information for sports-related news in television. The television landscape has evolved greatly over time and numerous other show formats have emerged – all wanting to grab their share of viewers using all sorts of eye candy! Being the show with the largest audience, Sportschau needed a new visual outfit in order to maintain – and accurately reflect – its image as the preeminent authority in sports reporting. The job of re-designing this visual outfit was given to BDA Creative, whose pitch was deemed the best of 5 that were submitted. Creative Director Tim Finnamore commented: “In our concept, the iconographic S-shape was turned into an element that could embrace logos and other brands for individual or group events. It makes it immediately clear that the Sportshau is the host and sole organizer of the event.”


After it had been decided that new concept would revolve around the flowing S, the concept had to be visualized – and this was done using Cinema 4D. Creating the flying chrome strands, luminous points and background spheres made up of pixels required quite a bit of know-how to realize according to plan. Particularly challenging was the transformation of the S – which was made up entirely of chrome strands – into a sphere at the center of the entire structure. A combination of multiple Warp, Taper and Twist Deformers in Cinema 4D was needed to create the desired S shape. The Cloth Surface function was used to add depth to the object and a Subdivision Surface modifier was applied to create the smooth surface and ensure that all corners and edges were slightly rounded.



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