Lambie-Nairn identity for Freeview

Broadcast branding specialist Lambie-Nairn has created the visual identity for digital terrestrial TV service Freeview, which is due to launch at the end of October.

Freeview – the BBC, BSkyB and Crown Castle replacement for failed ITV Digital – will offer 30 channels, plus interactivity and digital radio, including music, sports, childrens and documentary programmes.

Speaking on behalf of DTV Services – a joint venture between the three companies set up to handle Freeview’s marketing drive – BBC head of digital marketing and communications Ilse Howling says the company was looking for a broad-reaching identity.

‘We needed a stand-out logo that was clear, bold, upbeat and simple. It’s important that we reach out to people who haven’t been interested in digital TV so far. To do that it was very important that the identity wasn’t hi-tech and that it worked well in a retail environment,’ she says.

Lambie-Nairn designed the logo in conjunction with ad agency Abbott Mead Vickers, after being commissioned in August. The consultancy has also developed point-of-sale presence and consumer literature.

Meanwhile, NetInfo has been appointed to create Freeview’s website,, following a competitive creative pitch.

The site, which will launch alongside the service at the end of the month, will be simple-to-navigate and allow consumers to check coverage in their area and view channel line-ups, says NetInfo design director Carl Groth.

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