DISH & Sling TV

Dish began as a simple idea: make TV accessible to everyone. The company launched its first satellite in 1996 and connected millions of Americans to the programs they love for the first time.

That idea became the foundation for the company’s mission—using technology to connect people and things. Dish put satellite television on the map, invented the world’s first DVR and live streaming service, and gave families the power to skip commercials, stay connected, and watch TV from anywhere.

Uniting the Dish brand.

It was time to establish a clean, cohesive brand identity for the television provider-turned technology enterprise.

The team’s work would integrate the company’s growing range of capabilities, define a strategic brand architecture for the future, and facilitate ongoing work across the entire organization from streaming and smarthome to wireless.

The accessible tech company.

The team led with the mission first, structuring a complete brand redesign built on access and connectivity. The team used Dish’s three principles—embrace innovation, fight for the consumer, never fear change—to shape the enterprise identity. Design was kept simple and intuitive across all facets of business.

A universal symbol.

An integral part of the brand—the beacon represents Dish’s storied history, entrepreneurial philosophy, and forward-looking drive.

A clean, modern look for diverse capabilities.

The new wordmark is a modern evolution of the Dish logo. It has a stronger, bolder presence and rounded edges that soften the design.The weight and spacing is also balanced for better legibility and clarity.

A bold new look for modern TV.

The sling wordmark was simplified and kept consistent with the Dish brand. The team integrated the iconic beacon to maintain a familiar, approachable feel.