Chaos gives Hawk-Eye sharp new look

Following a recommendation from Sony, world leading ball tracking and vision processing technology company Hawk-Eye appointed Chaos to refresh their identity.

When Sony recently acquired Hawk-Eye, they turned to Chaos as one of their lead B2B creative agencies to refresh the brand identity and bring it up to date to reflect cutting edge sports imaging technology, synonymous with leading football, cricket, tennis and a host of other major sports worldwide.

We created a new hawk’s eye under an emphatic graphic swoop and dot, representing the trajectory of the ball in flight as analysed by Hawk-Eye technology (which works out its statistically likely path as a moving image). As well as rolling out the new identity, we created usage guidelines and templates to ensure consistency of the rebrand as it appeared. Another case of Chaos being on the ball for a leading name...