Sundance TV holds up logo

New television graphics and production company Air Force One has designed the identity for Robert Redford’s new Sundance Channel.

The 24-hour, commercial-free, independent film channel, rolling out over the summer, is a spin-off from the screen idol’s Sundance Film Festival.

The New York consultancy has been set up to exploit the dearth of TV brand-building groups in the US, says principal Walter Thomas.

“There are few companies with the expertise to offer brand-building skills,” Thomas says.

Joint principal Trez Bayer adds: “TV networks have only recently positioned themselves as brands. Their fortunes rise and fall on the strength of a programming schedule, so viewer loyalties develop to specific programmes and not to the network identity. We plan to bridge that gap.”