Sky unveils new channel branding

A new on-air look to run across Sky's three entertainment channels will launch on August 31 at 6pm, the broadcaster confirmed today.

Sky 1, Sky 2 and Sky 3 - now using numerals instead of words for identification - will adopt a set of common logos but with distinctive "elements" making up their respective brand identities: Sky 1 will adopt "solids", where shards of blue come together to make up the "1", Sky 2 will look liquid, and Sky 3 will take on a "particles" motif. The channels' idents will be powered by a new live presentation system, with the various motifs highlighting content exclusive to Sky.

"For the first time our new dynamic idents feature Sky 1 talent embedded within our channel creative," said Sky 1, 2 and 3 controller Richard Woolfe. "This puts our standout content right at the heart of our brand. Nothing defines our channels more than our fantastic content so it made complete sense to be led by the shows and stars that our viewers connect with."

Sky Creative senior designer Jonathan Yeo explained: "Each of the idents feature a single piece of action and each of the logos react in a different way depending on their behavioural elements."

He added: "Moving to a numerical design makes the logos more compact for on screen positioning, and has helped it to carry the many messages that often accompany it."