Sgorio

The ask

Sgorio has been the home of football in Welsh since 1988, and its audience knows the mark. Rondo Media asked us to refine it, not reinvent it: an on-air identity that could carry live matches, highlights and a daily social feed as one thing, and a kit the production team could run themselves from the opening weekend on.

The idea

Sgorio. Refined. The wordmark kept its lowercase but was recut around one move: a game of two halves. The split ‘o’ opens like a gate, and on air the wordmark stretches wide to frame the content, then closes again. The same split went into the icon: an S inside a broken ring, the one-two that a badge, a profile and a screen bug can all share.

Colour and type

One bold purple, chosen to stand against the green of the pitch, to avoid the classic club colours, and to sit beside the national team’s red without fighting it. An orange to answer it, for tags, footers and the second voice in the light. Charcoal rather than black, and white. Behind it all, light: streaks of purple and orange drawn across the dark that give the brand motion even when it is standing still. Sztos, compact and extended, for the headlines and the score. Late Serif for the human moments.

Getting social

One template family for the feed, cut from the same cloth as the broadcast graphics. The roundel top left, a bracketed tag for the type of post, a heavy condensed headline, and a mono footer for competition and date. Photography sits in the light, lit from behind by the purple streak, with the orange picked out for the tag and the footer. Fixtures, results, tables, news, quotes and previews all come from the one kit, in 1:1, 4:5 and 9:16.

Round one put three voices on the table. Brand-led for the big moments, with the wordmark opening to frame a picture. Reportage for scores, quotes and news. Expression-led for the players, where the light echoes around the figure and can take on team or league colours. The delivered kit keeps the best of each.

The system in motion

The direction was locked on 18 June. By 3 July the whole system was built: season titles, intro and end cards, a family of wipes, final score, match trails, tables and lower thirds as Premiere Pro templates that editors drop in and type. A social pack in three voices, brand-led, reportage and expression-led, that can take on team or league colours, in 1:1, 4:5 and 9:16, with cover and profile art for every platform. Handed over on 10 July. Live on 31 July.