(First aired 2009) “30 for 30 is the title for a series of documentary films airing on ESPN, its sister networks, and online highlighting interesting people and events in sports history. This includes three “volumes” of 30 episodes each, a 13-episode series under the ESPN Films Presents title in 2011-2012, and a series of 30 for 30 Shorts shown through the ESPN.com website. The series has also expanded to include Soccer Stories, which aired in advance of the 2014 FIFA World Cup, and audio podcasts.” (Wikipedia)
Our idea weaves together inspiration from old scoreboards in legendary baseball stadiums to mid-century movie title sequences to 1990s football team uniforms—mixing different elements of culture as 30 for 30 does.
The new design system asserts itself more boldly, but never at the expense of the the story. The brand now can thrive across its new platforms and new technology formats. Digital shorts, podcasts, events, and the films themselves all work together to drive one strong, cohesive voice and presence.
Images (opinion after)
I have always enjoyed 30 for 30’s aesthetic probably more so because the stories are so great but it’s always been a nice respite from ESPN’s SportsCenter chrome graphics. The most recent logo rendition had a carnival-esque vibe that was good but perhaps a little too heavy on the grunge texturing. The new logo is good too, in a different way yet in the same way that previous logos were also good: they’ve all been bold and make a good job of playing with the name. This one has a strong symmetry and the letters and numbers all align pleasantly. The typography all around is great, looking like vintage boxing posters in a modern-day setting. The illustrations are really nice on their own but I’m not sure they serve a big purpose here — maybe it’s that they don’t show up in application but that spinning basketball GIF is all kinds of good. Overall, this is great; it has the right tone, the right energy, and the legs to carry the series and offshoots for at least another 30 rounds.