Sky Sports Sonic Branding

Sky Sports Idents

In 2017 Sky Sports undertakes its biggest rebrand in its 26 year history. It features a simpler design and a new channel structure, giving each channel it's own sport.




Sonic Branding

Work for sky sports web page 2021 update v2 750x422

Molecular Sound was commissioned to create the new sonic branding for each channel, working closely with the team at Sky Creative.

The aim was to create a core Sky Sports theme, which could be remixed to give each channel it's own unique sound.

The sonic branding needed to:

  • Have a strong sense of a consistent "sonic DNA" which would be recognisable across each channel;
  • Be able to be remixed to match the images and emotions of each sports channel;
  • The music had to be recognisable to the point where the melody and rhythm would feel synonymous with the Sky Sports brand;
  • The music should feel simple and modern to reflect the new brand visual identity;


We started our research by looking at the landscape of music used across different sports as well as what was currently heard across the channel.

We then gained an understanding of how the different variations of the theme would connect to each other, and how to keep the Sky Sports identity consistent across each channel.

Sonic branding theme variations

Our Solution

Main Theme
A simple stomp and clap rhythm as the main "sonic DNA"

A melody to compliment the 'stomp and clap' pattern and can easily be reworked to fit different styles

Additional Themes

Golf - Modern Orchestral

F1 - Fast Paced Electronic Beats

Premier League - Tribal Rhythms

Cricket - Tense And Percussive Hits

Modern sound across Sky Sports channels

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