HBO Asia have released 4 brand new idents. The concept and brief was to “showcase and interpret the HBO logo as installation art.” The fluid is to symbolise the variety of content that is the essence of HBO. The project was developed by creative studio JL Design in Taiwan.
FX, the home of True Blood, The Walking Dead, and Dexter in the UK, has rebranded as FOX. The channel looks to broaden its schedule beyond “edgy first-run series” to other genres as it looks to better serve its “ever-expanding audience”.
The rebrand, which launched yesterday, marks a “natural evolution of the brand in becoming a bigger TV destination” after the channel achieved “record-breaking audience figures” earlier this year. FX attracted an average weekly reach of 4.07 million viewers, a 0.3 per cent share of the market in the week to 4 November, according to BARB.
USA Just In: MTV stablemate VH1 has rebranded- new look, new shows, and a swanky hashtag (#plussed). The Viacom owned cable channel has said goodbye to “that” ol’ boxed logo and refreshed with a swath of new “celebreality” programming and a renewed focus on content led by popular American culture.
What’s with the plus? A robot explains it far better than I could (and admits “the logo has finally caught up with who’ve they’ve always been”). Oh snap.
I’m digging the purple.
Will you be attending PromaxUK’s annual conference this year? If so, come by and say hello. I’ll be chairing a session on Friday at noon titled “Let’s Stay Together” where I’ll be taking a look at some of the great marketing and creative partnerships in British telly.
Joining me on stage will be a lineup including Reemah Sakaan (Network Marketing Director, ITV), Tony Pipes (Head of Creative, ITV), Simon Michaelides (Marketing Director, UKTV), Kjetil Njoten (Director of Creative, UKTV), Tim Hughes (On-Air Marketing Director, Discovery Networks UK), and Robin Garnett (Creative Director, Discovery Networks UK). The session is produced by the super talented team at BDA Creative.
Oh and if you miss me at the session, catch me at the awards dinner/party where I’ll be holding court.
France: Canal+ Group’s recently acquired free-t0-air channel Direct 8 has rebranded. The relaunch of the channel aimed to position D8 to compete with French free-to-air networks TF1, France Televisions, and M6.
The brief: Bring a premium identity to the free-to-air French market and differentiate the network from its well-established competitors. Reflect the values of quality, prestige, and being broadly relatable.
In France, channels are legally obligated to run 5 second “publicites” announcing when a commercial break begins and ends. 40+ pubs were developed that feature D8′s larger-than-life logo “building in fantastical ways throughout iconic French landscapes”. The relaunch was led by my friends at LA-based brand consultancy/creative agency Troika.
Next in the series of perspective-inspired idents for 4seven dubbed “Spaghetti Junction”, a logic-defying scene which utilises a distinctive corner-wrap to uncover a world where content, audiences, and 4seven intersect. From our colleagues at 4creative and the super talented misfits at ManvsMachine. Full story on the 4seven launch package can be found here.
Viacom/Nickelodeon owned US network TeenNick launched way back in April 2002. Originally known as “The N” (remember that hand logo?), the channel has grown successfully amongst heightened competition within the segment. Earlier this year, a 4-way creative/strategic pitch was held with London creative agency Proud Creative coming out on top.
The brief? Speak to the channel’s key demographic, broadly defined as Millennials, with a skew to female. Despite their ease with technology and multi-media spaces, Millennials are still teenagers, hovering (sometimes) awkwardly somewhere between adult and child.
It was emphasized that they should be characterised as much by their sophistication as their desire for play and fun. This is reflected by two sides of the audience with a modern, clean approach to onscreen graphics balanced by an optimistic energy in the live action spots (which were developed by Jack Laurance from Armoury London).
What we’re left with is a fresh and youthful take on the heartland of the demo, setting the table for the next stage of strategic growth for the channel. Enjoy.