Sling TV is an American live streaming television service that launched on February 9, 2015, as a subsidiary of Dish Network, now operating under EchoStar Corporation.[1] The service was unveiled at the Consumer Electronics Show in January 2015.[2] Its visual identity has undergone two notable phases: the original launch branding and a 2024 refresh.
Design and History
The original Sling TV brand identity was built by San Francisco-based agency Camp + King, which created the brand “from top to bottom, including iconography and app interface design” for the service’s 2015 launch.[3] The agency also developed the “Take Back TV” campaign that accompanied the launch.[4]
In March 2024, Sling TV quietly introduced a new logo that restored the “TV” to the wordmark. For a period prior to this, the brand had been pushing its logo as simply “Sling.” The new mark was described as similar to the old Sling logo but with “TV” added back, and the file name on Sling’s website referred to it as the “Sling rebrand logo.”[5]
In August 2024, Sling TV launched a broader brand refresh alongside a new campaign with the slogan “Sling lets you do that.” The refresh was created by agency of record WorkInProgress and included a new visual identity and a sonic mnemonic.[6] Adweek reported that the streaming service “updated its logo and introduced sonic branding” as part of this effort.[7]
Meaning and Symbolism
WorkInProgress explained that the streaming category had become “homogenized, with many brands using blue as their core color (Sling included).” The agency conducted a color study “to maintain historic brand associations while evolving to create differentiation,” which resulted in a new mnemonic used across brand touchpoints.[8]
As part of the 2024 visual identity, Sling introduced “smoke and charcoal grey” to its color palette, along with a “glowing gradient frame” that uses secondary colors including oranges, yellows, and blues as a distinctive, repeatable element.[6] The new sonic mnemonic was designed to draw on “the excitement and enjoyment of turning on and watching live television.”[6]
Typography and Design
Documented details about the typography of the Sling TV wordmark are limited. The 2024 refresh introduced the “glowing gradient frame” as a distinctive visual element, with the smoke and charcoal grey palette providing contrast for the gradient accents.[6] The March 2024 logo change was notable primarily for restoring the “TV” text to the wordmark after a period of using just “Sling.”[5]
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