As part of it‘s major rebranding process, Sky is developing a number of internal brands. One particular initiative revolves around the collection and publication of key audience figures data, something which Sky have not had in place before but which will now form a vital part of their marketing process.

    Such a heavyweight branding task is not taken lightly at Sky, and so a number of naming options have been in development for some time. I was given these names and invited to devise a series of marks that would compliment the wording by being eyecatching but also giving some kind of visual clue as to what the initative is all about.

    A further requirement was that the new concept must fit seamlessly within the visual styling of the new Sky identity.