English & Pockett works out solution for Einstein

English & Pockett has created the corporate identity for new European science and technology digital subscription TV channel Einstein.

Due for a UK launch at the end of the summer, Einstein is the first channel entirely focused upon science and technology. It has had a service up and running in Germany for more than two months.

English & Pockett has designed four identities which seek to depict quirky scientific experiments about gravity, reflection, pressure and scale. The main logo is inspired by the work of artist Thomas Escher.

English & Pockett, which was appointed to the account in April, has also developed logo-based “break bumpers” that flash up either side of ad breaks, and Einstein’s website, which is to be developed into a resource for academics and distance learners. The same branding is also being used for the German channel, as well as any future regional channels that may be launched in Australia and Hong Kong.

Tina Bull, senior designer at English & Pockett, says the creative brief was to make science interesting. “We wanted to challenge the Einstein channel’s audience by questioning their perception of various experiments that focus on gravity, scale, reflection and pressure,” she says.

Programming on Einstein, which has yet to announce details of its UK timetable, includes quiz shows, lectures and drama strands, all focused on science and technology.

By 2002 Einstein aims to be broadcasting in four languages via cable and satellite in various different countries, helped by the £7m it recently raised from a pre-launch IPO on the Alternative Investment Market.