I chose this type because it’s recognizable all over the world yet I have never seen it used by anyone other than ESPN. That alone speaks for its power. It has kind of a futuristic look, yet ESPN used the same logo for over 25 year now, demonstrating the company’s continuous growth. Ok, maybe that’s a stretch.
I picked this one because sports in general seems to be an oasis for unique type, to the point that they even become their own brand. Just look at the Boston Red Sox’ ‘B’ or the Yankees’ ‘NY’ type- we see it on hats, jerseys, everywhere. I think sports is a great industry for using type succesfully, and ESPN is its poster child.