Life OK is the new youth-oriented channel that is joining the STAR India network. It replaces the network’s previous youth channel, STAR One, as of December 2011. The new identity was designed by London-based venturethree.
Life OK looks different to anything India has seen on TV before. It’s a living, breathing brand, with an icon called ‘OK’ that guides its audiences through the channel, and inspires real action, both on and off screen.
The icon takes its shape from the letters of the word ‘OK’. It lives on the TV, and glows with emotion, in reaction to the content. And its bright primary colours are refreshing and optimistic.
— Venturethree Press Release
The previous brand, STAR One, had no personality or connection to its target audience and felt very 1990s and amateurish. The new mark and brand do the opposite and take on a very youthful excitement and vibrance. Life OK adopts the right mood and feeling that a youth channel should; however, the oversimplified character feels incomplete, rushed, and a bit “slapped on” — especially in its applications, including the stiff and unrealistic animation. The galore of gradients and lens flares seem to be used as a cover-up for the simple character and the lack of refinement. The brand does, however, have what I consider a nice supporting act: the wordmark. The Hindi calligraphy-inspired, flared sans serif type is nicely done and supports the shapes and movement of the joyful character.
The brand may have formal and conceptual issues but is leaps and bounds ahead of its predecessor. The character is a figure to which any youth could easily identify themselves with, which seems appropriate, but feels a bit watered down and incomplete as a brand. Overall, Life OK is a good-feeling brand that is missing that last little pop of cohesion.