For more than 70 years, Sports Illustrated has shaped how the world experiences sports—authoritative, iconic, and culturally defining. To evolve that legacy for a modern, always-on digital TV environment, we created a new branding system built for motion, scale, and flexibility. Anchored in the most iconic element of the brand—the Sports Illustrated logo—we developed The I, a fluid, interactive design system. It powers patterns, content, and on-screen assets that make the brand instantly recognizable while allowing it to move at the speed of today’s sports culture.