BSkyB is launching a new identity this month, having appointed Wolff Olins to review its generic branding in January.
The broadcaster’s latest generic identity for the Sky TV platform appears on its “reach for the sky” youth career campaign, which went live last week.
The individual channels such as Sky One and Sky Sports will, however, retain their identities.
Sky officially launches the reworked generic identity on 1 June, says a Sky spokesman. The launch will coincide with the introduction of a new initiative, under which the group offers its digital set top boxes free of charge as customers take out a subscription.
“This [the identity] is for the platform – it is the logo for BSkyB and SkyDigital, rather than for the channels. The company is called BSkyB but people generally know it as Sky,” he adds.
Wolff Olins has also done consultancy work for TV networks including ONdigital, Channel 5 and Open.
A spokeswoman for Wolff Olins declines to comment.