KhelNow is a digital sports platform that has covered Indian sport since 2016, in English, Hindi, Malayalam and Bengali. By 2022 the logo was still a pennant with the name crammed inside it.
We redesigned the identity from the strategy up: who the brand is, how it speaks, a new logo, a colour system, and a launch campaign that borrows its tagline, “Scores shuru se abhi tak”, as its headline.
The tagline means “from the start till now”. So every headline is “X se Y tak”: from zero to a hundred, from a fall to a rise. One flat colour per sport, a black-and-white player, and one small word set big.
04Transit hoardings.
05Cricket, football, martial arts, and the crowd.
The same dark, quick-to-scan system runs across the product. Orange marks what is live or active, green marks the current choice, and the flag shows up where the app wants to feel like KhelNow.
The KN monogram is blown up and cropped as a tonal pattern, behind the full wordmark. Tricolour on white, and the neon pairings that come from the campaign.
A neutral, legible sans for a news product, so the colour and the photography can be loud.
KhelNow finally looks the way our fans sound: loud, warm and instantly recognisable.