Twenty-four-hour sports news and info specialty Headline Sports launched a rebranding effort Feb. 1 which includes a revamped on-air design look, logo and programming additions.

Headline Sports has repositioned itself as ‘The Score,’ reflecting its role in providing a steady stream of readily available sports data, including its 24-hour sports ticker which appears continuously at the bottom of the screen. The new logo and broadcast design elements incorporate the identity of The Score, part of an overall design retooling.

The channel will be moving into more aggressive coverage of breaking news, says director of sports Anthony Cicione, including more live news conferences and pre- and post-game commentary.

New programming initiatives include pairing sportscasters Mark Hebscher and Greg Sansone to create new two-person Headline Central live update segments as well as adding live studio guests to the format.

The network has also changed its Sportsworld feature to a 15-minute international reel covering strictly international sporting news. Headline Sports will also be airing some long-form shows, including a one-hour special on Maple Leaf Gardens, produced in-house.

The on-air design includes 3D animated transitions between segments and sporting leagues, created with 3D Studio Max software.

The broadcast redesign was created by Toronto-based A Little Off the Edge Productions. All the on-air transitions and graphics comprise a virtual 3D world which forms the new on-air look. Identities were also created for every programming segment and elements include a 3D cyber-stadium with a Jumbotron displaying different graphics and video segments.