Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.

 

Star TV, too Hot to Handle

Reviewed Apr. 27, 2011 by Armin

Industry / Corporate Tags /

Star Network Logo, Before and After

Established in 1991 as one of the first non-government television broadcasters in India and owned by News Corp since 1993, Star TV is a network that includes 33 channels in seven languages broadcast in India and over 58 countries around the world. This month Star TV announced the move of five of its most popular channels to full HD and to celebrate their 20th anniversary they used the occasion to introduce a new corporate logo — literally referred to as “Hot Star” — designed by London-based venturethree.


Logo animation. To see bigger click here.

Star India CEO, Mr Uday Shankar said “Our new logo reflects the vigor and vitality of a new India that Star has been privileged to grow with. We see this as a source of energy for the entire company to continue to fire up for the opportunities and challenges in serving and inspiring our viewers.”

Olivia Bonner, Director of marketing communications at News Corporation said, “The new Star network brand is a statement of our intent to create the hottest content for the hottest nation on earth. To do more and do better for every family in India, raising expectations and setting new standards of entertainment.”

Stuart Jane, Creative director at venturethree says “The Star symbol is an Indian icon, recognised throughout the country. We separated the brand name and symbol, to make the Star the star, and put it at the heart of everything that’s new and exciting in Indian entertainment today.”
— Press Materials

Star Network

It’s important to take into account that this is the logo at the corporate level, much like NBCUniversal or Discovery Communications. With that in mind, this logo is quite striking and bold. It takes the well-known star icon that appears on most of Star TV’s channels and gives it a new execution that manages to look serious and exciting at the same time. Whether you like this evermore popular approach of super-detailed and super-rendered logos or not is starting to become less of a concern. It’s the new reality. By this new standard, the Star TV logo has a lovely ethereal presence and when used in conjunction with the imagery, as seen below, it really, well, shines. I would dial down the whole “hot” concept but it might be something that resonates strongly in India.

Star Network

Star Network

Star Network

Star Network

Star Network

 

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