SABC 3 unveils the first phase of its sleek new look

2014-08-09 08:00
Johannesburg - SABC3 revealed its sleek new on-air look, the first phase of the channel’s innovative and refurbished brand re-imaging. The revitalised look sees the channel using a new signature logo as a central element complemented by the new pay-off line –"Find it on 3".

The channel’s new visual identity brings to life a striking, new on-air character that includes brand new spots which capture the essence of the brand. This is the core that identifies a clear and simple brand proposition, a multi-dimensional look with depth, innovative treatment and distinctive sound design.

"The inspiration behind the change was to bring something new and fresh to our audience, to reflect 2014 and beyond.  South Africans who are contemporary, aspirational and passionate about diversity."

'Something new and fresh'

We want our viewers to feel like this is the start of something new and fresh, the beginning of a turnaround in fresh new ideas and content for SABC3. The value proposition is to offer high quality entertainment through a variety of programming experiences said Aisha Mohamed, Head of Bouquet SABC3.  "This is where the line: "Find it on 3" was born. We are promising to reflect a young and modern South African television viewer through programming variety in one place.

The new logo’s core aesthetic is inspired by contemporary global design trends - a sting that exemplifies a revolution, move out of the circle, no rules, versus evolution. The logo is simple but not simplistic, it has a surprising interplay between positive and negative shapes with the ‘3’ figure constructed from three shapes.  The idea was to find a symbol that could be a little surprising every time viewers saw it.

The chosen colour pallet is colour-appropriate and functional for all screens. The channel went for unexpected, brave, young (but not too young) multi-colour schemes to reflect a sense of variety. This is complemented by an airsoft typeface that allows a clear, easy on the eye communication but with a friendly approach. The on screen visual identity expresses the idea of variety through its dynamism and multi-dimensional treatment – something that isn’t done on any other station.

New content coming

There is a significant strategy in place to rollout a new bouquet of entertaining content variety over the coming months, a plan that begun with new shows and schedule changes introduced post the World Cup. These shows will be a combination of local and international content. The next phase of the roll out will be presented in the month of September 2014.

With the new brand proposition, the channel is in essence providing the excitement of one long variety show where viewers can expect to find shows that cover a range of experiences. Be it new, informative, inspiring, riveting and entertaining. In a nutshell, viewers can expect a place where their viewing entertainment expectations are met, thus – "Find it on 3".

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