Sky rebrands entertainment channels

Broadcaster Sky has rebranded its entertainment portfolio, launching new looks for channels including Sky 1, Sky Atlantic and Sky Arts.

The branding has been developed by Sky’s in-house creative team, working with partners including MPC, Rattling Stick and The Mill.

Sky says the aim of the project is to create an “integrated” set of brands that can work across all platforms and formats.

Within this, each channel has been given “its own clear identity that supports its customer proposition”, Sky says.

Sky 1 is being rebranded around the concept of a hero character – the 1 in the channel’s name – who “releases oneness”, according to the broadcaster.

The new Sky Arts look is being developed to show the channel as “the catalyst for creativity”, with channel idents “beautifully transforming everyday scenes through its creative perspective”.

The new Sky Atlantic branding aims to reveal “the stories that lie within”, the channel says, with initial idents showing details within cityscapes.

Simon Buglione, executive creative director, Sky Creative, says: “The creative is ambitious and brand-defining but most importantly will help our customers navigate our content in an engaging and entertaining way.”