![]() ![]() Finally the audiobranding has been concieved as a puzzle of interchanging sounds. In the ids, the divide between on and offline is blurred by a series of visual metafors. The identity pieces use social media codes, using popular internet content or the platform’s own content to generate a fun and surprising language, aimed at talking with the viewer in a natural way. The combination of these elements creates a seamless identity system, easy to use and to integrate texts, pictures an videos, with chanel information and user content. The multiscreen language develops into an endless canvas of scalable content boxes. The avatar sets the pace and introduces the ‘emovicons’. The on air avatar logo comes to life with the ‘M’ acting as a visual narrator, and the ‘+’ sign becoming a cursor. The new Movistar+ identity reaches its full potential on air, behaving as an expressive tv multiplatform language. The sum of the graphic language elements enhances the conversation, to back up and connected with content which is produced by the viewer, making him the center of the identity. ![]() ![]() In addition, the ‘emovicons’ were produced based on the proportions of the ‘M+’ icon, to further develop an emotional voice for the brand, and a sense of human appearence. Images are connected, constructed, reflected, related or antagonised making the conversation fun and entertaining, and effectively transforming the corporate identity into a layer of visual content in its own right. By combining different pictures in various ways it produces different meanings, different versions of the same stories or jokes, told in different ways. The multiscreen graphics develop a rich moving image and photographic language. We are always connected through different devices such as smartphones, laptops, tablets, televisions, or printed matter… The multiscreen language allows the brand to reflect this on/off reality, and also express itself through a myriad of channels. The graphic language is inspired by the multiscreen culture which surrounds us. The new brand comes to life with emotion through a real conversation with the user, talking about the shared content, becoming creative, expresive and close, and ultimately generating a community for the brand to live with. The corporate identity also uses a new typography which produces a corporate visual voice, the vehicle of the conversation. With this structure in mind we developed a consistent and organized brand architecture. The ‘movistar+’ logo then signs communication at the bottom. The icon is the symbol of a superfollower, of recognition and relation with the viewer, of a reposting multiplatform. Instead of functioning as a corporate sign-off, the symbol becomes a talking avatar which embodies the brand values and engages directly with its audience in an everlasting conversation. The M+ symbol is a new way of understanding a corporate icon. The Canal+ and MovistarTV logos come together to create the new Movistar+. Canal+, Movistar+, Logo, avatar, signing, brand architecture, typography, colours. ![]()
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