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First look: Utilizing subtle and playful references to premiere programming in the idents (signature cheesecake for the Golden Girls, a white wispy feather for Touched By An Angel) Hallmark Channel’s 2010 Rebrand is guided by its mandate “Celebrating Life’s Moments”.
The color scheme is based on Hallmark’s Plum color, with variations on the theme for events like Red for Valentines Day, and other colors to match the programming IDs. The rebrand was developed by Imaginary Forces.
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2009 brought us a creative torrent of beautifully executed and masterfully architected channel branding campaigns. From our coverage of NBC’s “More Colorful Campaign” and UKTV’s overhaul of its 10 channel portfolio to talked about campaigns from SyFy, Discovery, and MTV, as an industry we responded to a challenging global economy crisis with creative grit and bullish business determination.
And as one of the few (if only) blogs dedicated purely to international TV & screen based branding, we look forward to continuing to bring you news in 2010 from the branding frontline, including (of course) the business perspectives behind them. We ask that you continue your invaluable feedback and contribution to the dialogue. Lastly, (after much encouragement) we are now finally on Facebook. If you like this blog, please support us by joining Art & Business of Motion on Facebook. You can of course still follow us on Twitter.
So as we say a last goodbye to 2009, here’s a conveniently indexed list of 40 memorable channel branding campaigns we covered for you from 2009. To all the folks that help make this happen, a huge thank you! – Denny
Click keep reading for 2009 The List
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As you might have noticed, there was a lack of posts between the Christmas holiday as I have been traveling and spending some well deserved time with my family. And in a blink of an eye, the New Year is already upon us.
Here’s a look back (batch number one) at some of the ambitious and creative rebrands from across the US, Europe, and Asia. Don’t forget, you can click here to subscribe via email for easy updates.
Here’s to wishing you and yours a prosperous and healthy 2010.
*Updated 5 January, 2010
NBC / USA
Network Rebrand 2009
MTV / Australia
Network Rebrand 2009
Click Keep Reading For More 2009 Channel Rebrands
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I had meant to get this newest :60 spot (titled “Ink”) up last week when it was breaking news, but a busy schedule (and travel) has kept me from my proper blog curation duties. Thanks to the folks at CCTV for contacting me and sending it my way. Fortunately, several years of Mandarin lessons and regular Chinese practice with family members meant I could almost speak without a noticable accent. Okay, well maybe not.
You might find it surprising the amount of interest (based on searches) there is in the Asia/Australia channel branding market. Just a few years ago, chinese broadcast designers looked to the west/europe for trends and inspiration. Now we’re seeing a much healthier balance of creative exchange between continents.
The latest spot creating a bit of a stir from agency MMIA Beijing (which has a multiyear partnership with CCTV for advertising rights/creative output) is explained, “From invisible to visible, from boundaries to no boundaries. CCTV — Believe in the power of the brand”. The :60 spot brings together traditional elements fused with modern Chinese culture, including brushstroke calligraphy, images of dragons, fish, and bird, fluidic Tai Chi movement and the iconic Great Wall of China.
I will be keeping a close eye on how this campaign develops through the next several months, and of course- sharing it with all of you.
You can also always click here to subscribe to updates by email.
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Breaking News: Australia’s Channel Nine unveiled its much anticipated new on-air identity last night at 6pm with a new campaign dubbed “Welcome Home”. The new presentation system is rolled out as Nine buffs up with a fresh programming slate and renewed confidence internally.
A look at the new launch promo:
In related news, the rumors that we were hearing were confirmed today with the announcement that rival Seven is launching its new (free to air digital) channel on November 22 to go head to head with Nine’s digital channel offering Go, which launched on August 9, targeting 14 to 39-year-olds. Whether or not it cannibalizes the primary channel from Pay TV or it will grow overall numbers remains to be seen.
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Looks like a lot of people have been searching for info on the new look NBC has just unveiled on-air. I’m still in the UK but have been able to get some shots of the new package which infuses bursts of stunning color onto the iconic brand. Not surprisingly, we’ve come to find out that NBC is working with LA-based Capacity (who were also awarded and developed the 2006 NBC rebrand) to deliver the much applauded new rebrand. Just a few shots for now, but I’m sure we’ll be seeing more of the on-air campaign roll out over the next few weeks.
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Breaking News: Last night at 7pm, RTÉ formally unveiled its latest channel refresh. The new RTÉ Two branding and on-screen package was developed by the in-house marketing and graphics team at RTÉ after a competitive review. The concept for the new campaign “took the form of evolutionary leaps and pictured various species of household insects adapting bizarrely clever routines as they interact with found objects that would be familiar to audience members”.
Updated 9/24/09: Added a few bits of reference video
Click Keep Reading For Creative Concept Background
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You need not go further than the credit list for these just released spots from MTV to find some humor. Cream cheese stylist? Check. Egg & coffee stain stylist? You betcha.
MTV’s On-Air design team, led by SVP On-Air Design Jeffrey Keyton, VP On-Air Design Romy Mann, and Design Director David McElwaine, lend their imagination to a set of brand new idents for AMtv, MTV’s new block of morning music video programming.
The concept? Pareidolia, the psychological phenomenon whereby random images are perceived as being something more significant. Sorta akin to when people (think they) see the Virgin Mary on a chocolate bar. The idents are the second series in an overall package of four, all revolving around a breakfast theme to coincide with morning programming.
Shot over two days, most of the idents were shot in camera with the exception of the Rihanna and Lil’ Wayne spots, which are computer generated. For Green Day, Eminem and Taylor Swift, the team at MTV brought in stylists Michael Lawrence and Ben Kress to style the cream cheese and eggs (yeah I’m serious). As for the Kanye/Taylor Swift “episode” at the VMAs last night- I don’t see Beyonce in any of these new idents, do you?
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As a followup to my previous entry, a look at one of the new idents from FX (UK) titled “Swimming Pool”. Fox International has launched the new look on-air as well as online, which incorporates a refreshed website, now offering video clips, games and other content.
“The objective was to give the channel a more contemporary and accessible feel. We conceived a red FX “creature”, made up from elements of our logo that personifies the brand values and the programming acting in different ways at different times,” explains FX director of creative cervices Mark Harrison. “This broader creative approach should appeal to the audiences we have been attracting in the last year.”
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Sydney: As insiders speculated, it looks like Australia’s Nine Network is proceeding with a complete on-air rebrand, and will reposition the channel as “the home of TV”. The blue livery and iconic nine logo are expected to remain, but the broader brand platform looks to emphasize the network’s on-air promotions, news, and current affairs programming.
Nine, which during its years as Australia’s top rated network with the tagline “Still The One” had a particular strong ratings week with a 27.3% share in all demographics, to Seven’s 27.8 % and Ten’s 21.8%. The new branding campaign follows “We love TV”, “Smile”, and “Heart” campaigns launched in 2008.
The new branding campaign will most likely de-emphasize (costlier) program specific promotions, focusing more on generic program idents. The hero channel’s rebrand comes only weeks after the introduction of the GO! brand caused a few technical blips at the network.
Pulled a few Nine Network idents (from recent years) for readers who might not be familiar with the brand history. I am a big fan of the Aus/Asia market and will certainly be keeping a close eye on this one.
Click keep reading for a couple more reference videos.
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