BT Vision overhauls brand identity

BT has overhauled the brand identity for its pay-TV service BT Vision as it looks to boost subscribers.

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A new logo and colour scheme has been created to wrap around its variety of entertainment, sport, film, music and children’s channels, which aims to make the service express more “personality”.

Michael Barry, director of TV, programming and creative at BT Vision, says: “This is a big step forward in establishing a true identity for our television service. It allows us to build on existing BT brand awareness, with more than a nod to the world of entertainment. We consider our platform and player in the same way as a channel, where we create moods, seasons and themes that reflect a huge range of ever changing content.”

The new design centres around a triangle on the logo, which represents the ’v’ for Vision and also symbolises a play button.

BT Vision was launched in 2006 and set a target of acquiring between 2 million and 3 million customers by 2010. BT says the service currently has 600,000 subscribers.

Sky, the biggest player in the pay-TV market, had more than 10 million customers in June 2011. BT Vision’s closest rival Virgin Media had 3.8 million TV customers in the second quarter of 2011.

BT hoped it would significantly increase the number of Vision subscribers last year when it secured a deal with BSkyB to offer Sky Sports 1 and Sky Sports 2 on the platform. BT promoted the deal with a £30m aggressive marketing push.

The new BT Vision design was created by ManvsMachine and Proud Creative.

Separately, Sky’s inhouse creative division Sky Creative has produced a new logo and idents for Sky 3D, to capture the channel’s “depth and diversity” of content by blending together all the colour’s of the company’s flagship channels. Brand specialists V3 worked with Sky Creative on the logo development.

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