Sky’s new service Sky Digital has a corporate identity by Carnegie Orr. The on-screen ident has been created by Sky’s in-house team.
The offer will compete against OnDigital, formerly known as British Digital Broadcasting, whose off-screen identity was created by Wolff Olins.
“The ellipse, which underscores the company name, illustrates the energy of Sky Digital and, with its echo of the digital dish, offers a reminder of the company’s heritage,” says a Carnegie Orr spokesman.
The group also redesigned Sky’s corporate identity and is acting as consultant on the project. “They want to leave the old Sky behind,” says managing director James Carnegie-Brown.
The digital service launches on 1 October. As part of the organisation’s relaunch, Pittard Sullivan has designed on-screen idents for the film channels.
See First Sight, page 9