Art&Graft creates alluring new branding for crime television show

The consultancy has designed a new visual identity for crime television channel Alibi, which aims to be conceptual rather than clichéd.

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Art&Graft has rebranded crime television channel Alibi, with the aim of creating a “minimal, conceptual” design that steered away from crime fiction “clichés”, says the consultancy.

Alibi, owned by UKTV, is a crime channel that shows a range of murder mystery and deduction television shows.

In rebranding the channel, the consultancy wanted to avoid “obvious visual clichés” with the aim of presenting the crime genre in a unique way that “wasn’t too dark and gritty”, Art&Graft says.

It also wanted to appeal to both the channel’s current following and new audiences, by “encouraging an emotional connection with the channel”.

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The new identity uses a “minimal, conceptual” red string motif to demonstrate a “complex web of evidence”, which also runs through four idents that the consultancy has created as part of the rebrand.

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Scott Russell, creative director at UKTV, who commissioned the project, says the red string acts as a “device” to “interlink” the four idents and “help viewers piece the clues together”.

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The consultancy wanted to retain ambiguity in the design. “We wanted to keep the question and answer to the narrative open-ended, to keep up intrigue and interest, which encourages viewers to think of different solutions to the same crime scene,” says Mike Moloney, creative director at Art&Graft.

There is also a detective’s evidence board motif in the idents, which uses the red string device to link programmes up.

Alibi sits alongside other UKTV channels such as Dave, Gold and Good Food.

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