A spokesman for Sky says the new identity has been developed ‘to support Sky Arts’s higher-profile position on the Sky channel guide and the channel’s launch on Sky Go, as well as its raft of new commissioned content.’
Sky Creative developed the identity and guidelines for the idents, which focus on the word ‘arts’. The first set of stings was then developed by students who took part in a competition run by Sky Creative.
The competition tasked students to create a 20-second animation based around the word arts. The winning stings are being shown on Sky Arts, with winners also receiving £1000 in cash and one-month paid work experience at Sky Creative.
Matt Scarff, head of creative at Sky Creative, says, ‘The work is unique and individual, really landing the essence of Sky Arts.’
He adds, ‘Of the 11 idents that have been created, everyone has a favourite. Together they work as a broadcast gallery allowing everyone to share the personal interpretation of arts.’