(Est. 1961) “CTV is Canada’s #1 private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV has been Canada’s most-watched television network for the past 17 years in a row. CTV is a division of Bell Media, Canada’s premier multimedia company with leading assets in television, radio, digital, and Out-of-Home. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company.”
In-house: Bell Media Agency
At the centre of CTV’s first major logo and branding refresh since 2011, is the new campaign the theme “GET INTO IT”, inviting viewers to engage with and personally invest in the stories found only on CTV.
The execution brightens and modernizes the brand, embracing a conversational tone to connect with audiences on a more personal level. The revised logo elements have evolved to reflect a more digital language and include more colour, while keeping the focus on CTV’s signature red, blue, and green. The often playful and always bold association of CTV’s signature colours and shapes aims to heighten the attribution of CTV – Canada’s most-watched and most-streamed network – to its vast and exciting array of content.
Images (opinion after)
It was hard to tell which was the official before logo as there were about a dozen different things online and even in their Facebook profile pictures they used flat, non-flat, less-flat versions fairly interchangeably so the biggest job this revised logo has is to establish clear consistency and use. (I’m also not a CTV watcher so the before logo might be obvious to our Canadian readers.) Anyway, the big change in the new logo is a fully flat look, brighter RGB colors, angled stroke endings for the “C”, and a “V” that sits lower in the triangle. They are all decent changes to a somewhat weird (but high-equity) logo. The campaign is okay… the blue stroke that ties everything together is a decent design element although probably easy to miss. The on-air look is pretty nice, with some slick subtle animation details and an overall playful attitude. I like how they are using the circle/square/triangle shapes on their own as accents. Being such a type-driven identity, the one thing I’m not convinced about is the type, which seems to be a custom sans serif. It’s mostly fine but when used in all uppercase it looks clunky. Overall, not being a member of its audience, I don’t know how CTV looked before on-air but I’ll go out on a limb and assume this is better.
Thanks to Ryan Scarlett for the tip.