Sky unveils new look across its entertainment channels

Sky has today rolled out its biggest ever integrated rebrand across its entertainment 
portfolio, including Sky 1, Sky Atlantic, and Sky Arts. The new branding will be reflected seamlessly across all platforms and formats, aligning the channel’s brand identity, promos and OSP (on screen presence).

According to Sky, the rebrand is designed to ensure that each channel will have its own clear identity that supports its customer proposition.

The branding work was created by Sky’s in-house creative team in conjunction with production partners including: Polynoid, Rattling Stick, The Mill, Got Got Need, MPC, Envy, Box of Toys and Certain.

Marketing speak
Here's how Sky's marketing department explains the new look across the channels:

Sky 1’s personality is brilliantly brought to life through a hero character who ‘releases oneness’, clearly reflecting the channel’s values in a visual and engaging way.

Sky Arts is shown as ‘the catalyst for creativity’, with the channel beautifully transforming every day scenes through its creative perspective.

•Finally, as the home of epic and world class storytelling, the Sky Atlantic treatment reveals ‘the stories that lie within’.
Source: Sky Corporate

Sky Living has also been given a new look, but Sky PR hasn't provided any explanation for that channel's new visual identity.

Liz Darran, Director of Brand & Creative, Sky commented:
“The way people view content continues to evolve and we are at the forefront of transforming that experience. By collaborating with best in class partners we have showcased how creativity and technology can work together to deliver a brilliant on-screen viewing experience for our customers.”

Simon Buglione, Executive Creative Director, Sky Creative, added:
“Sky has helped revolutionize the way people watch TV and we are proud to be part of this exciting chapter. The creative is ambitious and brand defining but most importantly will help our customers navigate our content in an engaging and entertaining way.”

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