Rai Sport Brand Identity 2022

Agency: Flopicco Studio

Rai Sport Overview

Rai Sport Brand Image 2022 Reel

Rai Sport 2022 Endpage Sample

Rai Sport 2022 Image

Rai Sport 2022 Calcio Totale (Image Sample)

Rai Sport 2022 Calcio Totale Open (Sample)


The rebranding project of Rai Sport —Rai's open TV sports channel— started with the quintessential and already iconic Rai's square.

Our studio was is charge of all the On-Air, Off-Air and Digital components of this brand system that aimed to modernize the sports channel image.

The Challenge:

We were asked to make the channel more extreme and emotional by highlighting that in sports "things are pretty much black and white, you win or lose. There are no grays". Yes, being a team player and playing fair are key, but with effort, stamina, excitement taken to the maximum, body and mind work towards one goal: Winning.

Rebranding Keys:

- This impactful yet simple image is able to include sports footage in a logical and clean and integrated way.

- A radical touch was added with dramatic framing, typographic textures, cut animation, contrast and the usage of resources of scale and repetition.

- We created the Complete Promo Toolkit, a series of Thematic Idents, and also the Openings, Bumpers, On-Screens, Idents and Credits of the channel's different shows.

This professional campaign titled 'Rai Sport Brand Identity 2022' was published in Italy in October, 2022. It was created for the brand: Rai, by ad agency: Flopicco Studio. This Design medium campaign is related to the Sports industry and contains 7 media assets. It was submitted almost 2 years ago.


Client: Rai
Agency: Flopicco Studio, Rome, Italy
Creative Direction: Flopicco Studio
Inhouse Team: Florencia Picco, Fernando Vallejos, Natalia Bellagio, Pablo Camino, Alejandro Guatelli, Martín Polech, Daniela Parasporo, Ana Laya, Agustín Tognola, Beatrice Carosi, Emiliano Agnetti, Agustín Tognola, Juan Manavella, Matías Pastorini, Pia Rossi, Soledad Basigalup, Tato Herrero & Sebastián Brown.
External Collaborators: Andy Cambiasso & Tercer Espacio


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