Sport Direct's new logo aims for equality

Sports Direct logo
(Image credit: Sports Direct)

Shops may have taken a bit of a drubbing in the last year, but that doesn't mean it's time for retail stores to pack it in or stop thinking big. Case in point: Sports Direct, the British high-street mecca of trackies, trainers and more, which has this week unveiled a new look to its branding.

The new look logo puts the brand name within two horizontal bars denoting the equal sign. The motif is an attempt at putting equality and inclusivity front and centre, but the brand itself may not be a bastion on either front, having been dogged on various occasions about working conditions and pay (more on that below). Whether a logo can make a controversial brand look better is debatable, but you can always make sure your logos look good with our guide to logo design.

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Giacomo Lee

Giacomo is a writer and talking head who has covered creativity and creative tools for Wallpaper*, Digital Arts, Creative Boom, VICE, Little White Lies, the BBC and more. Giacomo has also hosted for Adobe and D&AD, and judged the annual New Blood Awards. He was deputy editor of Creative Bloq for a short time in 2021.