PytchBlack, a Fort Worth-based advertising and design firm, was selected
earlier this year to develop a new brand identity for ESPN Events as the organization celebrates its
25th anniversary. The agency created an updated brand logo, positioning, and tagline; a 25th
anniversary logo; promotional videos; and a brand guide for ESPN Events’ 35 events, which
launched this fall.
The refreshed identity was designed to align with ESPN corporate brand standards while providing
ESPN Events with a more recognizable and consistent platform across its diverse properties. The
design centers on the recognizable red “E” from the ESPN logo, creating an immediate connection
to the brand, while creating a simplified mark that scales across digital, broadcast, and event
applications for the ESPN Events division.
Another key objective was increasing awareness of ESPN Events. While sports fans may attend
many of their events, the organization itself often operates behind the scenes, unbeknownst to those
fans. PytchBlack developed a flexible design system that works alongside 35 different sponsored
events with varying styles and colors, along with social media guidelines to create a more consistent
look across their football, volleyball, softball, gymnastics and basketball events.
PytchBlack developed the tagline “Own the Experience” to reflect the variety of audiences that
engage with ESPN Events. Brands can own the experience through sponsorships, fans through the
atmosphere surrounding each event and the memories made, and universities and student-athletes
through winning and exposure on some of college sports’ biggest stages.
“After 20 years of working with individual bowl games and basketball tournaments under the ESPN
Events brand, we were excited to bring our knowledge of the business to this project,” said Andrew
Yanez, lead creative at PytchBlack. “We believe that the new brand positions ESPN Events for
increased visibility and awareness.”
PytchBlack worked with the ESPN Creative Studio on promotional videos featuring voiceovers from
“College GameDay” host Rece Davis.
https://pytchblack.com/espn-events/espn-events-25th
