London consultancy To The Point has designed the logo for The Digital Network. Launched last weekend, the network brings together traditional competitors and gives digital terrestrial broadcasting – one of the three digital TV platforms to come on-stream later this year – a unified identity.
The icon and logo will be used for advertising and communication by Digital Network members. These are the BBC, ITV, Channel 4 and Channel 5, SDN (comprising United News & Media, Welsh broadcaster S4C and cable company NTL) and the Carlton-Granada joint-venture British Digital Broadcasting.
To The Point managing director Simon Hutton says the identity was developed at “lightning speed” over a six-week period. Political sensitivity was required, resulting in a solution where The Digital Network is presented in colour and each member’s identity in black and white. It will initially be most visible at exhibitions and on an information pack, which was also designed by To The Point. A screen identity has yet to be developed.
Hutton points out The Digital Network is not a brand. Created from what was the DMUX group, an alliance of digital multiplex broadcasters, The Digital Network is an industry organisation. As the new TV market emerges in October, it will inform trade and consumers about digital terrestrial TV in the face of competition from satellite and cable.