CIA to create ONdigital identity

ONdigital, the world’s first digital terrestrial pay-TV service, has appointed the newly formed Creative Identity Agency to design its on-screen identity.

ONdigital, formerly known as British Digital Broadcasting, revealed its new brand name, designed by Wolff Olins, last month. CIA’s task will be to extend ONdigital’s brand name and values on-screen.

ONdigital’s director of brand marketing Marc Sands stresses that its identity must be consistent with its brand values. “ONdigital will be positioned as a family offering. Its values are about simplicity, being straightforward and extremely entertaining,” he says.

Sands adds that the branding will be a subtle extension of ONdigital’s existing marque, which is based on four pastel colours: aqua, green, red and orange.

CIA managing director Kim McCrodden says: “Our challenge is to bring the values of ONdigital to life in a compelling and relevant way. Not only does ONdigital have to present its own on-screen identity but, as a platform, it has to encompass a large range of other brands [such as channels and programmes] – and not conflict with them.”

CIA beat the likes of Novacom and English and Pockett to win the contract with ONdigital. It will work on the project in conjunction with Dunlop Woods, which brings promotional expertise to the job.

Sands adds: “CIA convinced us of its ability to produce appropriate creative solutions, and when allied to the understanding of the market that Dunlop Woods has displayed, I think the result will be superb.”

ONdigital is a 50/50 partnership between Carlton Communications and the Granada Group. The digital broadcasting company will launch at least 15 channels this autumn.