Teletext tunes into BGA identity

Teletext has launched a new brand identity across its entire range of media platforms. It is Teletext’s first rebrand since it took over as a supplier of analogue TV information services from Oracle in 1993.

Design and marketing consultancy Basten Greenhill Andrews has designed the identity, which is to be applied across Teletext’s Internet, digital TV and mobile phone services, plus its traditional analogue TV product. The identity builds on the core Teletext colour palette of yellow and blue, and transforms the symbol into a 3D, tangible button that increases “ownability”.

The aim of the new identity, according to Simon Curry, head of marketing for Teletext, is to maintain the trusted relationship it has built up with its audience, “while encouraging consumers to have a more involved relationship with the service”. As a result, the brand has been repositioned with potential for future expansion.

“We needed to create something that was future-proof, but that would not alienate people brought up with the analogue services,” explains BGA account director Alison Kerr.

The design consultancy, which worked with the Teletext design team in the development of the new identity, has provided guidelines for its roll-out and on making Teletext’s different products, such as holidays and weather, more distinctive.

BGA was not involved in a formal pitch, but contacted Teletext after it learned the company had made a senior appointment to its marketing team.