HBO Boxing Rebrand 2012

HBO had been the premiere boxing destination for decades, delivering fans the biggest fights and covering the sport from more compelling angles than any other network. Our goals were to formalize all of HBO Sports' boxing properties into a unified system, carry the HBO seal of quality and high production value and deliver high impact storytelling of a fighter's journey. HBO Boxing's new logo system reflects HBO's rich boxing history and leverages the prestige associated with the brand.

Bringing the Fight to the Fan was the conceptual platform that provides viewers with a unique story arc across each destination, connecting to the larger HBO Boxing story.