The independent, London-based brand consultancy Venturethree has created a colourful new brand identity for NOW TV, the TV streaming service from Sky, marking the first rebrand since the service launched back in July 2012. The new identity features a more rounded logo and a brighter colour palette that reflects the “O” in the centre of the logo is used as a device featuring graphics such as tennis balls, stars and open mouths, as well as icons that represent certain NOW TV shows, such as a pink donut to represent The Simpsons.
Venturethree has created a colourful new brand identity for NOW TV, the TV streaming service from Sky
NOW TV – TV on your terms
Liam Hamill, strategy director at Venturethree, said that, whilst NOW TV was “Previously linked to the Sky master brand, Sky is now looking to be more of a multi brand proposition.” As such, they have put a lot of work in making NOW TV stand out from the Sky branding, with the identity now based around the proposition; “All the great TV that you want, with none of the stuff you don't.” In other words, the idea is to set NOW TV apart from the premium Sky brand and competing services such as Virgin Media. Hamill said they “Wanted to make the identity feel exciting and vibrant and have a Poppiness to it.” and to make it look like “A disruptive challenger,” whilst also making sure it “Doesn’t cannibalise Sky.” He added that they have “Done a lot of work on the Sky master brand and it now looks very premium and world-class,” but for NOW TV, they wanted something a bit more fresh, a little bit different and unexpected.”
The new identity is being rolled out in a campaign from WCRS
NOW TV rebrand from Venturethree
Of course, just because NOW TV is setting itself apart from its parent company, that doesn't mean it wants everyone to forget that they can watch many of Sky's top shows through the service. Indeed, it's continuing to capitalise on that fact with a series of advertising activities that highlight shows such as Mad Men and Game Of Thrones, which can be seen through NOW TV as well as through Sky. Hamill says the wanted to create a personality that had a unique identity, but still reassured people “That they can still watch Game of Thrones and Premier League Football.” Jo Fox, director of brand communications at NOW TV, said the service has established itself “As one of the UK’s leading streaming services, with an absolutely unrivalled choice of the latest and best entertainment.” He feels that the new branding and subsequent ad campaign “Mirrors the fun, fresh, vibrant and smart service we offer our customers.”
NOW TV is also releasing a series of advertising activities that highlight shows like Mad Men and Game Of Thrones
NOW TV – Geordie Shore gang create #NOWTVMagic
The new identity is being rolled out in a campaign from WCRS. The campaign will focus on “Digital magic,” and aims to show that “NOW TV is a bit like magic as it creates instantaneous transformations and combinations. It will initially feature four vine-style 20 second TV ads and seven digital pieces of content to showcase the benefits of NOW TV. The idea behind the campaign is that NOW TV is a bit like magic as it creates instantaneous transformations and combinations that seem scarcely possible and makes amazing things easy. It will be an integrated affair across TV, outdoor, social media, digital, direct marketing and retail with media planning by Mediacom. Ross Neil, executive creative director at WCRS, said the campaign has “Been built to be flexible, fun and reactive to what’s going on in the world of entertainment,” and believes it “Feels totally fresh and different from anything else out there at the moment.”
