OYI branding for Emap’s The Hits music channel

The Hits, the Emap Performance music television channel available on Freeview, launches a suite of on-screen idents this week, designed by Ortmans Young International.

The Hits is targeting 12 to 34year-olds with a short playlist comprising current chart music.

Ortmans Young has designed four pairs of three-second ‘break bumpers’ and six-second idents. The look of these sequences changes according to the time of day. The consultancy has also supplied an ‘interstitial device’ that is shown between each video.

The design aims to give the brand a ‘fun and energetic’ personality, says Ortmans Young creative director Haydon Young.

The idents present the brand’s ‘splash symbol’ logo in a series of animations such as swimming underwater, moving through the night sky and tracking across the sun, Young adds.

The consultancy won the work last month without a pitch.