(Est. 2005) “Sling Media, a wholly-owned subsidiary of EchoStar Corporation, is a leading provider of Multiscreen Smart TV solutions for consumers and television service providers. Lead by its Slingbox product family, Sling Media provides the complete award-winning solution of hardware, cloud services and applications that gives consumers the freedom to discover, control and consume their live TV and DVR content anywhere in the world, on their preferred tablet, phone and computing platform. Sling Media’s patented TV solutions are available directly to consumers or through service providers that have embedded Sling’s capabilities.”
Salt (San Francisco, CA / New York, NY)
With the release of SlingTV, Sling saw an opportunity to revisit its branding. Salt was brought in to crystalize Sling's vision and to revise the brand architecture, visual language, and website. Starting with architecture, Salt reorganized their portfolio, focusing on three main products, each leveraging the Sling name: Slingbox, SlingTV, and Slingplayer.
Salt then developed a visual language designed to get noticed on-shelf and communicate each product's value. The shapes in the Sling logo provided inspiration for the design, with circles becoming visual cues to highlight specific information: features, benefits, and emotions associated with Sling products. In aggregate, the more circles on the package, the more features in the product.
Images (opinion after)
I had completely forgotten about this Slingbox thing and I remember it being a big deal back when it launched… kinda surprised it's still around. Good for them. Anyway… I'm not a fan of Neo Sans, the type family used in the revised logo and the rest of the identity, so I have a predisposition to not like this. The project definitely represents an improvement in brand architecture and building on the multi-dot "n" that already existed (plus improving on that old "g"). And while I'm a fan of circles, this might have a few too many.