Launched in 1990, SKY (not to be confused with Sky) is the leading (and only) pay television broadcasting service in New Zealand offering over 100 channels to more than 820,000 customers, commanding a presence of over 50% in New Zealand homes. Interbrand Sydney has designed a new masterbrand identity for SKY as well as a specific redesign of SKY Movies (shown in this Noted post).
[We created an identity system that hero’s all the emotions of TV, while helping customers to navigate through a remarkable world of content &mdashl all supported by a more helpful, more inviting, and more Kiwi tone of voice. The system itself extracts the two triangles found in SKY’s old logotype to create a refreshingly simple and iconic navigational device. Pause a moment, hero a character, expand a story — the brand is all about the journey through content, emotion and unlimited experiences.
In essence the logo didn’t change. Much. The wordmark is exactly the same — you would have to pay me a lot of money to fight the urge to fix that wonky “S” — but the placing of it inside a triangle is fairly monumental for this kind of company. The SKY logo will now always be associated with this really noticeable holding shape, which is not a bad thing. But there is no backing out now: it’s triangles, from here to eternity. Or the next redesign. For now, as you will see below, the triangle approach pays off.
Triangles are fun, no doubt about it, and in this case they allow Interbrand and SKY to transform well-known pop culture icons into their own visual language, allowing it to appropriate a lot of reference material and give it a fresh spin. (See SKY Movies post for further proof of this). I also like how they have used the new logo as a pointing and framing device that ties all the pieces nicely together. The all uppercase, blunt, sans serif typography works very well with the triangle-language and is a fine choice that adds just enough extra flavor.
As usual, Interbrand Sydney adds a fun tone of voice and quirky copywriting that give SKY another tool to communicate in a unique way and with endless puns, variations, and re-contextualizations of well-known movie and TV quotes. Overall, this is a dramatically playful rebranding of a major entertainment organization and it plays out well across its varied applications.