French public service broadcaster France 5 has rebranded. The self-defined “channel of knowledge and experience” appointed Paris-based Les Télécréateurs to develop a new on-air brand that would “epitomize knowledge as well as act as a clear link to the channel’s multidisciplinary identity”.
Conceptual strategy? Develop the creative behind the simple idea of movement. Looking at “a multitude of things that move in the same direction, link the chain reaction between completely different worlds”. The underlying meaning would be literal: knowledge derives from making new links.
One gem in the package are the :07 bumpers. They are utilised as “a voyage in which the viewer experiences the ever changing world”. Each shot is barely long enough for you to grasp what you are looking at, but never too long that it bores. Most of the bumpers (25 shot in all) travel left to right but some reach an apex of trajectory and start moving in the opposite direction.
Special thanks to France 5 and Les Télécréateurs for giving me access to the campaign, and a super thank you to Julien for getting us that coveted reservation last weekend at Le Chateaubriand. Dude, you rock- merci!
Fresh new work today coming from Australia courtesy of MTV Creative Director Sven Müller and design/production company Mirari & Co.
USA: On Tuesday, TV Land rebranded with a fresh new look and positioning, aiming to “Laugh More”. The year-long rebrand aims to capitalize on recent success as a destination for comedy, both original and acquired. The news comes as the Viacom-owned channel prepares to add a second night of original programming, beginning June 20.
TV Land 2012 New Look, New Logo
TV Land’s EVP Creative and Marketing Kim Rosenblum spearheaded the larger rebrand, partnering with Trollback & Co. and Cord Worldwide to design the logo and packaging as well as the mnemonic and theme, respectively. “TV Land is a fun, timeless brand,” she adds. “When we embarked on this project, we started from scratch, with just those qualities in mind.”
TV Land joins a growing number of US cable channels undergoing similar positioning rejigs and on-air rebrands as they build out their original programming portfolios. Among the latter: E! and Lifetime, both of which recently unveiled new logos in a bid to redefine their look, feel and mission in the ever-competitive US television landscape. Special thanks to TV Land and in particular my old mate Michael Waldron, TV Land VP/Creative Director for the montage. Enjoy.
Discovery Channel called on Italian design collective Nerdo to help create a breathtaking new ident, all the while showcasing the channel’s best-of series and documentaries. Complex camera-mapping techniques were deployed to capture the visual brand essence of the channel, all in glorious bullet time. Special thanks to Discovery.
Dexter. Weeds. Nurse Jackie. The Tudors. Homeland. Shameless. The Big C. The little network that could has exploded in recent years, delivering hit after hit- and legions of dedicated fans.
Showtime “Brace Yourself”
I decided to write this post as I’ve been contacted with an unusual amount of interest from European broadcasters inquiring about Showtime in the States- in particular the latest brand campaign that launched last year. So there you go, if you want something- ask away.
It was over 10 years ago (gosh really?) that I worked on my first campaign with Showtime as a strategist on “No Limits”. Who knew that effort would tsunami years later into the network’s 12th and most recent positioning “Brace Yourself”. Special thanks to the team at Showtime marketing, Showtime Red Group (Promax’s 2011 In-House Creative Team of the Year), and Creative Director Tony Castellano – here are a few montages to get you going.
And with Homeland JUST finishing up on Channel 4 here in the UK, everyone is in Carrie Mathison and Nicholas Brody chatter-mode, I thought I’d share with you a couple programme idents to build some anticipation for S2. Enjoy.
Good Sunday morning from a very rainy London. About 2 weeks ago, the world was lit up by Turner Benelux’s clever introduction of the TNT brand into Belgium (30 million YouTube hits and counting). All of a sudden, the Twittersphere lit up and we were reminded of the magnetism of our work and the vital importance of channel brands.
TNT 2012 Rebrand
The DNA of Benelux’s launch is drawn from TNT’s positioning in the States, a “We Know Drama” strapline that has delivered a strong personality and heavy lineup of programming for years. The channel has just rebranded (via LA-based ferroconcrete) with an entirely new design system with a clean and direct focus on content, rebooting TNT’s tone of voice, color palette, and typography.
The goal? To cement cement TNT as the destination for drama. The tagline “We Know Drama” was distilled it to its core: Drama. TNT stood for hot programming, bold statements, and no apologies. Drama wasn’t just a tagline, it was a battle cry. TNT’s found its lighter side too; it could be sexy, sensitive, funny, and playful.
TNT 2012 On-Air System
TNT’s menus and end pages were reinvited to improve the viewer experience and stepped away from outdated tune-in information conventions. The rebrand integrates subtle, yet efficient, social media messaging into the network graphics to expand TNT’s reach across today’s media landscape.
Any by chance, if you haven’t seen the TNT Benelux spot, click read more for the video.
I asked. You answered. Here’s 4 idents from UKTV Watch’s latest rebrand via London-based DixonBaxi. Underpinned by a new positioning that explores the extraordinary, the channel is redefined to give the viewer a much more dramatic and exciting experience with the launch for the highly anticipated Grimm from NBC Universal, as well as JJ Abram’s Alcatraz and Primeval: New World on the horizon. Enjoy.
Watch 2012 Idents