ESPN creates brand identity for NHL coverage

As the NHL returns to ESPN airwaves, the outlet will leverage its newly formed ESPN Creative Studio to debut a cross-platform creative identity for its coverage across all linear and direct-to-consumer platforms. The ESPN Creative Studio team sought to appeal to a younger demographic and leverage technical coverage innovations (player tracking, AR, real-time stats), while maintaining respect for the history of hockey. The design system partners with a universal branding language for the NHL on ESPN. The classic NHL on ESPN theme music was updated, while EDM, hip-hop, pop and rock variations also were created (ESPN).