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“Slash Forward”

New Logo for Bleacher Report done In-house

(Est. 2007) “Bleacher Report, a division of Turner Sports, is the leading digital destination for team-specific sports content and real-time event coverage, and is one of the fastest-growing digital properties in the U.S. Bleacher Report’s editorial and video teams, led by a growing roster of lead writers and premier contributors, create hundreds of pieces of content per day to provide fans with the most comprehensive experience for their favorite teams and topics across all major sports.”

Design by
In-house
Logo: Justin Chen / App: Product Design Team / Web: Web Design Team

Related links
Brand microsite

Relevant quote
The B/R logo is designed in a 4:3 ratio with white letters (B/R) over a black “plate”. Please follow the following guidelines to help us ensure the best visual impact of this logo. The B/R logo is the primary logo to use over content (images, videos, graphics) and social media posts.

Images (opinion after)

New Logo for Bleacher Report done In-house
Monogram, before and after.
New Logo for Bleacher Report done In-house
Full logo.
New Logo for Bleacher Report done In-house
Monogram.
New Logo for Bleacher Report done In-house
Monogram underlying grid.
New Logo for Bleacher Report done In-house
Monogram with images.
New Logo for Bleacher Report done In-house
App.
Promo spot.

Opinion
The old logo was fine for a web publication; nothing fancy (at all) but nothing offensive either, just some kind of sports, collegiate font. The new logo reflects the growth of Bleacher Report into a mainstream sports source with a much more defined and purposeful logo. The B/R monogram has been neatly updated into condensed, industrious letterforms connected by a half-slash, half-hyphen device that has a subtle dynamic upward motion as it follows the bottom of the “B” into the “R”. It’s a tight, cool unit. The wordmark uses the same font style and it’s fine… better than the old one for sure but it gets little air time in contrast to the monogram, which is getting most of it. Its crisp and bold letterforms work great to put it on top of images and it has excellent readability at small sizes. If nothing else, the new look has given B/R some extra swagger as evidenced by the video directly above. Overall, a great, solid update that builds on the equity of the original while improving graphically on every aspect.