Static idents kick off UEFA ONdigital

ONdigital’s UEFA Cup TV branding is being developed by London design group Static.

Static has designed two identities for the digital broadcaster, Champions ON 28 and Champions ON 99, for its exclusive UEFA Cup football coverage, launching at the end of the month.

Static has also created graphics to highlight slices of sports action, dubbed “the focus tracker”.

It is the first major extension of the branding created by Wolff Olins last July, according to Static executive director Mark Rock.

“Since it launched a year ago it hasn’t really changed its look. This is part of taking it forward as a brand,” he says, adding that the sequences contrast with the slickness of the Wolff Olins branding.

“We had about 100 hours of video tapes to go through, so we had to find someone to watch them who liked football more than just a little,” he adds.

Static began working with ONdigital in the spring, when it designed an animated family called the WhatsONs. It is also working with MTV, FilmFour, Channel Four, Cartoon Network and Studio Universal.