English & Pockett has rebranded German entertainment channel Deutsche Welle, as it repositions into a 24-hour global news operation.
E&P worked on the channel’s programme strategy as well as the project’s design elements. This saw it dropping some programmes and evolving others. No new programmes have been introduced.
The group has also worked up new programme names, identities, title sequences, studio set designs and a colour-coded navigation system for the channel.
“The channel is aimed primarily at Germans abroad. But it is also aiming to project a new German perspective – one that is more international and outward-facing,” says E&P chief executive officer Darrell Pockett.
The project did not include a new channel identity, although a strapline – “DW-TV – At the Centre of Europe” will be introduced.
“The [channel] logo itself was sacrosanct, but we have placed it in the middle of all design work to illustrate the idea of being at the centre of Europe,” says Pockett.
A spokeswoman for E&P says the look aims to establish the channel as dynamic, credible and at the centre of news-gathering.
The rebranded channel went live on 1 January.
Meanwhile, Novocom has created a corporate identity and a series of idents for TV8, a new Turkish channel due to launch in February 1999.