BY John Feldhouse

<Interactive Television> <?>

Coming this holiday season, Tru2way will be unveiled. What is Tru2way? It is an interactive experience with your television unlike anything you have had until now. It will be carried on major cable operators including Comcast, Cox, Time Warner Cable, Cablevision, and Bright House Networks.

The new identity is brilliantly done by Seigel+Gale. It communicates a fresh, progressive feeling with its rich color (even though it is a gradient it functions well) and bold typography. There is a trend in identity right now to incorporate rounded type. Whether or not it is appropriate in prior identities is debatable but it functions well here. Initially, I did not know how the majority of consumers would accept the “html code” feel of the identity. In the end though, I think it speaks technology from another point of view to those who are not involved in web design.

More on the mark:

“Tru2way is the future of interactive television,” says Alan Siegel, Chairman and CEO of Siegel+Gale. “This new, industry-standard technology will allow a whole new generation of interconnected media devices, including interactive television needing no cable box. Consumers will be able to vote, order pay-per-view, purchase products, services and music, organize their content, and access a personalized TV guide, all with a click of their remote.”

The Name: The name, tru2way, expresses the true, two-way interactivity of this cable technology — its ability to dramatically increase and deploy an array of exciting, new interactive services for cable consumers. It establishes a common software platform that enables cable companies, content developers, network programmers, consumer electronics companies, and others to extend interactivity to the television set and many other devices.

The Brand Promise: Tru2way promises to streamline how the public chooses, uses, and enjoys television. For enabled TVs, it means the television set is truly plug-and-play — no setup box, fewer wires, fewer remotes. On top of that, tru2way brings viewers simple two-way, interactive television that lets them see what they want and have more control.

The Logo: The tru2way logo is designed to help bring the brand promise to life. The arrows and name are integrated, giving it a streamlined, directional feel. The gradient color suggests fluidity. The lowercase letterforms are technical and modern. It is compact and legible. It also operates as a stand-alone trademark and technology symbol, signifying the purity of the interactive experience.

Overall, the newness of the identity should last for a long time while bringing strength to the brand. I can foresee this logo evolving into the digital media and becoming highly interactive. It’s going to be interesting to see what comes of Tru2Way in the upcoming years.

\n\nComing this holiday season, Tru2way will be unveiled. What is Tru2way? It is an interactive experience with your television unlike anything you have had until now. It will be carried on major cable operators including Comcast, Cox, Time Warner Cable, Cablevision, and Bright House Networks.

Many thanks to our ADV @ UnderConsideration Partners