Kemistry tunes TV4 in for a younger market

Kemistry has refreshed the identity for Swedish channel TV4, as the broadcaster moves to target a younger audience.

The work, which includes idents and presentation packaging, launches tomorrow. According to Kemistry creative director Graham McCallum, the channel was ‘in need of rejuvenation’.

‘The brand has been hugely successful, but its audience has grown with it and it was in danger of becoming identified as a parents’ channel. The refresh aims to keep core viewers loyal, but also attract a younger audience,’ he says.

The work uses the channel’s red circular logo as ‘its main motif’, to give cohesion and ‘reinforce the identity’, McCallum adds.

The channel has a reputation for public service values, despite its commercial remit, he says, and idents reflect this by featuring ‘snippets’ of Swedish life seen through the same circular motif.

Kemistry was appointed in November last year, following a three-way pitch in the summer.