Jemma Pentney Freelance Graphic Design, Branding & Illustration

Sporting Insights

Logo & Website Design

— Client Name

Sporting Insights


— Project

Branding & Website Design

(Website build by joannacraig.co.uk)

Sporting Insights specialise in sports research / insights and market intelligence and I have worked with them for a few years now.


Having previously been called 'Sports Marketing Surveys', they wanted to change their name as they felt it was too specific for their current offerings (they do much more than surveys!) and along with this give their logo a refresh.


Their priority was to keep a similar look, so there was a link back to what they had previously and they were still recognisable. They were keen to keep the colour palette – the colours represent, grass, sea and sand.

I tried several options which developed the original three lines, before the client settled on the three lines making up the 'S' shape. We kept the same font for recognition which also worked quite nicely as the new name had less letters allowing a better ration between the icon and the wordmark. The 'S' icon gave us a brand device which the client could then use as a graphic across marketing collateral.


I was asked to redesign the website once the new logo was finalised to bring everything up to date. They wanted to convey their core sports on the home page, so I created a series of graphics which the home page rotates through using abstract data patterns and backgrounds and action shots from their core sports.