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New Logo and On-air Look for Chilevisión
 

before

after

Noted Mar. 2, 2018 by Armin

Industry / Entertainment Tags /

About

(Est. 1960) “Chilevisión is the third oldest Chilean television network. Formerly called Canal 9 de Televisión de la Universidad de Chile, Teleonce (Universidad de Chile Televisión) and RTU (Red de Televisión de la Universidad de Chile), this TV station was owned by Universidad de Chile, a Chilean state university. This educational institution sold a significant percentage of its TV channel to Venevisión, changing its name to Chilevisión. It was later sold to Claxson Interactive Group and then to Chilean investor and president Sebastián Piñera. On August 28, 2010, it was announced that Turner Broadcasting System Latin America had reached an agreement to purchase it. The channel mainly airs celebrity gossip shows, talk shows, news, Latin American telenovelas, and anime. It currently ranks 3rd in TV viewership in the country behind TVN and Mega (in that order).” (Wikipedia)

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Images (opinion after)
New Logo and On-air Look for Chilevisión
From old to new logo.
New Logo and On-air Look for Chilevisión
Logo.
New Logo and On-air Look for Chilevisión
Icon detail.
New look introduction.
Opinion

The old logo was pretty terrible with its two swooshes and default-looking sans serif; could have easily been for a bank or insurance company and it wouldn’t make a difference. The new logo takes the “CHV” shorthand and turns it into a face. I’ll admit that the very first time I saw the logo it took me a minute to realize it was a face, I instantly saw the “CHV” but the “V” is so unconvincing as “hair” that it didn’t register. But now all I see is the face and I’m sort of conflicted… I don’t quite like it but there is something charming about it that’s lost in many of today’s TV channel redesigns that all take themselves too seriously. This is playful and different. The wordmark is a little awkward with its very tall ascenders and what look like really big uppercase letters. The “i”s… I can see why they did what they did — to match the angle of the “V” — but it adds an oddly aggressive (like a blade) gesture to the logo. The on-air look is good, working the expressions of the icon into the different programming and it all has a fun pace to it. Nothing groundbreaking but pleasant and pop-y and I can’t imagine the old logo having a much better on-air look. Overall, I like that this steps out of the comfort zone of most TV channel wordmarks and takes a gamble on a playful, slightly abstract face.

Thanks to Pablo Gomez for the tip.

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