Building a brand leader
A Sky case study

Page 1: Introduction

In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it’s an accepted thing. Part of Sky’s success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in...
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Page 2: Creation of BSkyB

BSkyB has come a long way.  When Sky began broadcasting via the Astra satellite back in February 1989 it offered four channels – Sky Channel, Sky News, Sky Movies and Eurosport. It was Britain’s first satellite broadcaster and overnight it doubled the number of channels available to the public. By 1990 Sky had sold one million decoders and had established a growing customer...
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Page 3: The Sky brand

Sky’s achievements in its short life so far emphasise that the company has always had a common ambition and a common way of doing things. It has always been about innovation, always been about giving customers new things and a better choice, always been about making Sky an essential part of people’s homes. This idea is at the heart of the Sky brand. It’s the single most important...
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Page 4: Visual branding

To support the shared ambition Sky also has to look consistent wherever customers come across it – whether in print, on screen, on a van, or anywhere else. This consistency in appearance helps build consumer recognition of the company and helps to build a demand for the company and its products. Logos The most visible part of this branding is the Sky logo, which is used to represent the...
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Page 5: Other visual branding

Icons The logos are supported by a set of icons – graphics that represent some of the features and benefits of the company. These icons are used to emphasise a specific benefit being described in text, but more often are simply used to add interest to a piece of design. By using these icons across all Sky communications, the icons add another element that people will recognise and...
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Page 6: Conclusion

It’s not only a visual consistency that’s needed to keep Sky a strong brand – it’s also about really understanding and sharing the ambition of the company and about behaving in a Sky way.New projects - such as the next stage in the development of Sky.com - will all need to be on brand. New staff will need to be introduced and immersed in the brand, so they really understand...
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