Design agency Red Been have created a new logo ident for BT Sport. BT are apparently looking to move into sports broadcasting and they think that this is the logo to take them there. The BT Sport channel will show high-profile sports including Barclays Premier League Football, rugby union from the Aviva premiership and live tennis from the Womenâ€™s Tennis Association. I don't like the BT logo as it as at the minute anyway, and I think this thing is an utter monstrosity. It looks clumsy, it's too big and cumbersome. Not sure how it'll look on a TV screen with things going on behind it either. What do you think?