Venture Three livens up Sky brand

London branding consultancy Venture Three is rebranding satellite TV broadcaster Sky, in a bid to move the business towards more of an entertainment brand.

Venture Three was appointed to overhaul the brand and redesign its visual identity without a pitch, through what Sky marketing director Charles Ponsonby describes as the ‘organic process’ following the consultancy’s involvement with the Sky+ brand earlier this year. The changes to the brand identity leave the Sky name intact.

The new-look branding will ‘soft launch in July’, explains Ponsonby. ‘We have been working with Venture Three [on it] for a formal relaunch in October,’ he adds.

The new-look Sky identity is made of glass and light, so that it becomes transparent. It will enable Sky to do things with its identity that no one else can do. The design literally allows the content to shine through,’ explains Venture Three director Michael Zur-Szpiro.

Sky’s revamp will re-introduce the Sky brand in the UK and Ireland, both on- and off-air, in line with incoming chief executive James Murdoch’s vision for the business. The move follows recent rebrandings by ITV and Five.

Sky’s revised branding precedes the launch of the satellite broadcaster’s free-to-air digital service Freesat in September.