Discovery Networks Finland
A refresh of Discovery’s flagship entertainment channel in Finland.
A popular entertainment channel, with a broad array of local and global content spanning reality, sports and movies, TV5 Finland needed to refresh its brand identity from one that felt a bit dated. The goal was for TV5 to be perceived as a credible entertainment channel that feels fresh, Finnish, and comfortable alongside the dplay online TV brand.
A CONTEMPORARY VISUAL STYLE INSPIRED BY FINNISH DESIGN
Drawing on the bold, crisp, geometric forms often used in Finnish design, we created a visual style called ‘Bold Simplicity’ that could inform on-air and off-air elements and the audio-visual brand execution. Our intention was for TV5 to achieve a visual consistency across all platforms that would focus equally on establishing a recognisable, modern brand style, and a functional system to deliver clear information.
A REFRESHED LOGO MARQUE
We wanted to retain the recognisability and brand equity of the well-established TV5 logo, but we gave it increased confidence and gravitas, and a more contemporary feel that would be more in line with social media iconography. The logo animation brings the brand’s geometric style to life in a playful and impactful way.
An accompanying audio mnemonic was composed to bring a sense of humanity and a light-hearted, energetic tone to complement TV5’s ‘Real People, Real Stories’ entertainment proposition.
We introduced a new colour palette that gives a subtle nod to TV5’s female-skewing audience, whilst complementing the dplay micro-globe for ease of combined communication messaging.
The logo animation activates a ‘split device’, which delivers programme information, marketing messaging, and partner logos.
For our bumpers, we developed a signature animation style that moves in time with our human audio mnemonic, and brings our geometric brand foundations to life. These can also be used with energetic footage, creating a light-hearted bumper tonally suited to TV5’s content.
All the brand assets come together on-air and in digital and out-of-home marketing in a fresh, modern and impactful way, sitting either alone as a hero channel identity, or harmoniously alongside dplay communications.
"We were absolutely pleased to work with the Red Bee team throughout the whole rebranding process. The team is really experienced and creative. They presented us a fine and innovative idea upon which we built together the amazing end result. We were working with a rather tight schedule but Red Bee was able to meet this and all our expectations with flexibility and innovation. We are very content with the end result that works super well both on linear and digital. Their hard work and commitment on the project was amazing"
Natalie Nsubuga, Head of Marketing, Discovery Networks Finland