Global revamps on-air look
February 20, 2013 | Chris Powell | Comments
Global Television has updated its on-air look as part of what its parent Shaw Media calls a “larger re-positioning” of its brand portfolio, which also includes the specialty channels Food Network Canada, HGTV, Slice and Showcase.
The Global Entertainment unit has introduced a new four-colour palette (red, yellow, purple and green) that will be incorporated into all of its promos, IDs, on-air elements and off-air ads. New creative for the GlobalTV.com site will debut next week.
In March, the Global News division will also introduce a blue colour scheme denoting its national and local news properties. The revamp will encompass set design, on-air graphics as well as online and off-air branding, said the company in a release.
Both divisions will use what the company characterized as “large, bold type and imagery,” with every graphic filling the screen. In addition, two new voices will represent the network’s “big, friendly sound.”
The revamp is designed to “ensure our relevancy to both our customers and viewers across the country,” said Jason Keown, senior director of marketing, Global Entertainment, in a release. “Our creative is both fast and dynamic with a vibrant colour palette that unifies our entertainment and news brands across all platforms.”
The new on-air look was created by Shaw Media’s creative services department in partnership with BDA, a creative agency specializing in media brands whose previous clients include ESPN, the BBC, Disney, Sky and NBC Universal.