Five pitch for digital TV on-screen identity

Five consultancies are pitching for the on-screen identity of ONdigital, the world’s first digital terrestrial pay-TV service, which went live on Tuesday.

Novocom is believed to be pitching, while Lambie-Nairn, Ortmans Young and English & Pockett decline to comment. A decision is expected mid August.

Wolff Olins was responsible for positioning, brand personality, name and identity (shown right). The consultancy is not pitching for on-screen branding.

ONdigital was formerly called British Digital Broadcasting. The new name is aimed at the national popular market rather than a niche. It tries to convey the best of TV in terms of product and service, says Wolff Olins executive director Doug Hamilton. In a similar approach to that of Orange, also created by Wolff Olins, the service will try to have a more honest relationship with viewers than its competitors, he adds.

The name On was viewed as already part of the language of TV.

At the autumn launch, around 30 channels will be accessible.

The new-look Odeon cinema, designed by Wolff Olins, opens officially on Monday. The group created the identity, interiors, packaging, website, trailer films and above-the-line advertising.

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