We were asked by Sportsdata to redesign their corporate logo alongside the redesign of their main product UI.
The logo design is based on visual references from the data visualisations that formed an important part of that user interface. The main way users access and measure performance is via a circular chart featuring multiple concentric ‘tracks’, so we took that design and simplified it into the shape used in the logo, combined with some clean, modern typography.

As well as referencing the UI directly, the logo also brings to mind movement and sports tracks, making it work for users and non-users alike.


Primary colour scheme



PLC variant



Reversed out colour scheme