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.
D8
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.
TeenNick 2012
TeenNick 2012
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.
4seven (stylised as 47), Channel 4’s ambitious new channel, has launched. (Well, nearly two weeks ago already, but hey- work has been as busy as ever). The channel, previously codenamed “Project Shuffle”, broadcasts a repeat of shows from the previous day that have created a critical buzz in newspapers, chatter on social media through Twitter and Facebook, and reaction on the overnight log of comments kept by the broadcaster.
4seven Idents
Channel 4 explains that it was created in response to its viewers saying that with so much choice they sometimes missed the best programmes, despite having PVRs and access to on-demand services. The launch package was developed by Channel 4’s marketing team and in-house agency 4creative working with ManvsMachine.
The on-screen identity uses a distinctive corner wrap concept across the package. This corner approach creates a visual signature style akin to the Channel4 coming together of the logo, where the viewer is always travelling around a corner from left to right. This holds all the elements together creating a set of idents which result in a logic defying scene, reminiscent of M.C Escher. These idents feature a custom camera technique created by ManvsMachine where regular scenes are given an irregular treatment. It was vital the set retained the Channel4 feeling of everyday locations whilst being very much its own channel.
The graphic elements take the brand into three dimensions with a reactive seven which reflects the amount of ‘buzz’ around programming throughout the day. This is combined with a clever touch of a time intelligent OSP where the channel branding gets darker as the day goes on, all graphics adjust as night sets in and the content changes accordingly.
Logo by Magpie Studios, music by Echolab, VFX/Post by MPC.
Following Wednesday’s SVT2 story, here’s a look at general entertainment channel SVT1’s bright redesign. Finding vibrancy in everyday life, colour took centre stage and was key to the strategy of needing to appeal to younger families. The objective? Show how rich and vivid public television can be. The work was developed by Trollbäck+Company.
Swedish Public Television’s SVT2 has rebranded. The brief was to “shred the last notion of public television by showing how rich and colourful the channels have become”. The rebrand utilised natural elements to both ground the programming in reality and draw audiences attention to the outside world by finding excitement in fire, sand, water, the flight of birds, and the grandeur of space.
The result? A beautifully articulated package with clarity of purpose. The comprehensive rebrand was developed by New York based Trollbäck+Company.
Happy Diamond Jubilee Weekend from a wet London! Spanish pay-TV leader Canal+ 1 tendered a competitive pitch to redesign a new vision for its channel idents. Led by brand team Germán Sela and Ricardo Fernández, agencies Visualzink & Superestudio delivered against a brief that needed to “keep Canal+ on top of creativity, whilst remaining avant garde”.
A world of nature and a wide spectrum of textures were utilised within space of the dimensional Canal+ 1 logo. Whilst a few broadcasters have utilised this technique in recent years (BBC and Discovery to name a couple), the result has no less impact and is certainly a beauty to watch. Before I forget, if you haven’t already, do follow me on Twitter. I tweet far more than I blog these days.
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!
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.
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