New Channel
Re-branding 2018
The year 2018 marked a major milestone for New Channel, celebrating its 20th anniversary and finally gaining the ability to broadcast in Full HD with a 16:9 aspect ratio. While this format had been the standard for TV channels worldwide for years, it represented a significant breakthrough for one of Ukraine’s top five channels. Our team was tasked with developing a new visual identity for the entire channel—one that aligned with its updated market positioning, reflected contemporary broadcasting trends, and brought a fresh, modern feel to the channel’s design.
Project Name
TV Channel branding
Year
08.2018
Client
New Channel
Role
Lead Motion designer
Goals
The key objective of the redesign was to give the channel a modern appearance that resonates with younger viewers, who are watching less TV and shifting their attention to the internet. With this in mind, we created a clean and sleek design, inspired by the look and feel of modern websites and social media platforms. The use of a pure white background allowed our colors to stand out, making the channel’s visual identity more vibrant and dynamic than ever before.
Logo and concept
To align with the shift towards social media, we adopted a unique approach for the logo design. We incorporated a distinctive cutout within the logo’s shape, creating a messenger icon in the negative space. This subtle yet impactful design element reinforces the channel’s connection to modern digital communication.
Given the crucial role of motion design in channel branding, we incorporated the core concepts of our approach into the motion principles. We developed a wide range of broadcast elements based on the interaction between the curve, representing the circular form of the logo, and the triangular cutout. This dynamic interplay became a defining feature of the channel’s visual identity.
Color coding
To further emphasise the contemporary nature of our channel, we introduced several defining design features. One key element was color coding, which used three of our brand colors to distinguish between different age groups of content.
Lower thirds
Additionally, we incorporated dynamic and unique broadcast elements, such as lower-thirds and timers, to enhance the overall viewing experience.To further emphasise the contemporary nature of our channel, we introduced several defining design features.
Off-air
Finally, we applied our design principles across the entire off-air campaign, including both digital and print materials, to create a cohesive experience for our viewers
Meet the Team
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Volodymyr Pepelov
Motion designer
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Lilia Sabitova
Graphic designer
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Alexander Antonov
Art Director