BSkyB rebrand to portray warmer image

BSkyB is understood to be undertaking a major rebrand in a bid to create a warmer and more customer-friendly brand image.

According to media reports, the broadcaster is planning to refresh the Sky logo with a more rounded “S” that will feature in a new marketing campaign in the lead up to the Christmas season.

It is not known at this stage if the rebrand will be handled by its internal creative team or by one of its rostered agencies which include Brothers and Sisters and EHS Brann.

The planned design overhaul comes as the broadcaster gears up to launch its subscription digital music service, Sky Songs, this year.

A Sky spokesman declined to comment on the rebrand.

Group brand marketing director Andy Brent recently announced he is to leave the broadcaster. It is not known if he has a job to go to.

The planned brand overhaul comes in a year which has seen Virgin Media’s rebrand its Virgin1 channel. The latter unveiled a Muppet-like character called Red, which VMTV brand and marketing director, Jeff Dodds, said was created to reflect the Virgin1 brand personality as being “fun”, “cheeky” and “emotionally engaging”.

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