BBC World Cup

BBC launches World Cup with Hum

BBC Sport chose Hum to produce the audio for their refreshed brand identity, a punchy graphic device designed to unify the branding on all their Sports programming, starting with the World Cup 2006 titles.

Creative Director Jane Fielder at BBC Sport said:

“We approached Hum to deliver a refreshed version with added dynamic energy to re-launch the brand for the 2006 world cup. The Solution sits not only as an ident but also as a transition from title sequence to opening programme, with the diverse assorted choice of sounds and music that this slot captures with the breadth of the sports and programme brands.

The audio signature devised by Joe hit the spot perfectly: the integrity of the solution, defied the difficult task of where it sat in the hierarchy of different sounds and stood proud; dynamic and identifiable.”