The Sports.ru logo, which since 2006 has been recognized by its five multicolored circles, has now moved into a museum. Back when it debuted, Ronaldo was still playing for Real Madrid, Guus Hiddink hadn’t yet coached the Russian national team, Gareth Bale hadn’t started his senior career, and Alexander Ovechkin was in his first NHL season.

Now, Sports.ru is just a domain name in the address bar. The brand name is simply Sports or in Cyrillic Спортс, with both versions being equally valid.

The brand emblem holds significant meaning for sports fans. Firstly, it represents the internationally recognized symbols seen on stopwatches and scoreboards. Secondly, it signifies that time is the eternal companion of great moments in sports. Memories turn into stories we want to share with friends and loved ones.

Stories beautifully told on Sports, ones we want to revisit even years later, are encapsulated in quotation marks. These marks symbolize how Sports narrates events in sports—through quotes, direct speech from spectators, and participants.

The logo is based on the geometric grotesque font TT Travels by the TypeType foundry, customized with unique characters and branded “quote seconds.” A proprietary font, TT Sports, was developed for display headlines. The slanted geometry of its characters mirrors the angle of the signature “quote seconds,” adding dynamism to the font.

The TT Sports typeface includes alternate glyphs, special symbols, and Cyrillic and Latin versions of the logo, which can be used in running text directly from a keyboard.

For the first time in the brand’s history, Sports has introduced a primary corporate color: mint green. This color serves as a key tool for brand identification, especially critical for media communication. Additional colors from the old logo have been retained but modernized with more contemporary and digital-friendly shades.

Branded patterns can be static or dynamic and are adaptable to various scales. The collection of patterns can expand infinitely.

Clear and concise pictograms were developed for the website’s sections. They stand out effectively in the digital space, especially at small sizes on electronic screens.

As part of the rebranding PR campaign, hundreds of posters featuring time stamps and quotes that changed the world appeared on the streets of Moscow. These posters were displayed without any mention of the Sports brand. Photos of the posters were shared by prominent figures in the sports world on their social media. After the official launch, some posters were replaced with versions featuring the new logo. At a football match, fans in ponchos of the brand’s signature color formed the Sports logo in the stands.

The new identity, combined with the proprietary font, creates vast opportunities for offline and digital communication.

On social media, Sports uses the brand symbol to highlight quotes, denote time, or serve as standalone graphics.

In collaboration with Nothing Ordinary, the revamped Sports released branded merch, including football, hockey, and baseball jerseys, hoodies, a line of T-shirts, raincoats, and, of course, socks.

Sports reminds us that sports in Russia are always grand events. The new logo looks majestic in stadiums, underscoring Sports as the #1 sports media in the country.