Flashscore is Entering a New Era – With a New Identity by DesignStudio

Millions of sports fans in the UK and nearly 50 other countries will find a new app icon on their mobile phones today. Flashscore, the world’s most popular live scores service with instant updates from almost 40 sports, has introduced a new visual identity of its websites and apps. It was created by DesignStudio London, a studio behind brands such as the Champions League and Premier League.

Flashscore, the global leader in real-time live scores, had a record-breaking year in 2021. “Last year, the number of sports fans visiting our website and apps in a month reached 100 million. We have also surpassed the 100,000,000 app downloads milestone,” said Jan Hortík, CMO of the Czech-based technology company Livesport, which is behind the Flashscore network.

These soaring numbers have not stopped Flashscore from deciding to take the most significant step in its 15-year history. Today, the new visual identity of Flashscore was introduced in all 47 countries in which it is present.

“We decided to change the visual identity of Flashscore more than two years ago. There were several reasons for taking this step: we wanted to raise the level of our marketing communication, to give our websites and apps a beautiful, modern design, and also to make it ready for further enrichment by various digital content.” Hortík explained.

“We are changing something that more than 100 million people from all across the world use regularly. But I believe the sports fans will love the new Flashscore as much as they love the one they know, or even more. The user’s opinion is crucial to us. So we asked them for help during the testing phase, and we have also launched beta versions of our websites and apps in four selected countries in the autumn of 2021. Thanks to that, we have got feedback from thousands of our users – and in the vast majority, it was positive.” adds Hortík.

Game-changing numbers

The creator of Flashscore’s new visual identity is the well-respected DesignStudio London.

“We knew that DesignStudio was familiar with the world of sports – they had created the visual identity of the Champions League and the Premier League, two of the most valuable sports brands in the world. In cooperation with them, we have defined a new brand positioning and redefined our key values. With all this said and done, we were able to build the visual design of our brand, the new logo, and the new custom digits inspired by the old-time scoreboards at stadiums, as well as our new slogan – “Game-changing numbers”, said Pavel Hacker, Livesport’s Head of Brand.

“We have also changed the color usage on our websites and in mobile apps. With nearly 40 sports covered, it no longer made sense to distinguish them by different colors — and we also ran out of them, to be honest. For this reason, sports are now being distinguished by noticeable icons,” Hacker notes.

Along with all websites and mobile apps, Flashscore is also changing the way of its communication.

“We offer a lot of various content to all sports fans. But the most important one is still the same: live scores – numbers that have the power to make you happy or sad. A seemingly small change from 0:0 to 1:0 can cause a storm of emotions. And a sports fan will not miss any moment like that with us,” says Jan Hortík.

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