Freeview to launch HD brand with 999 design

Digital television provider Freeview is poised to launch its new high-definition TV brand, with design by 999 Design.

Freeview appointed 999 in November without a pitch, having worked with the group regularly since 2004, according to the consultancy.

999 claims to have created the HD brand’s look and feel, logo, graphics, brand guidelines, leaflets, point-of-sale materials and packaging.

Grand Union is designing the Freeview HD website. 999 is also providing sets of ’hero’ images.

According to 999 senior designer Alyn Lambert, these pictures will ’embrace what HD is about’.

’The HD branding will aim to communicate the excitement of the content and the scope of high definition, helping Freeview – which is already the biggest supplier of digital TV in the UK – to compete with other providers like Virgin Media, Sky and Freesat,’ says Lambert.

999 design director John Speight adds that the consultancy is also ’slightly’ refining the Freeview and Freeview Plus logos, which have evolved gradually in the past four years to reflect the brand’s market positioning as ’the peoples’ choice’.

There is no branding palette besides a black background for marketing materials and packaging, and Freeview’s main brand colours, since set-top and TV manufacturers will be cobranding packaging, in-filling their own colours or imagery in a series of hexagonal graphic motifs that 999 has created as a staple of the HD brand.

As well as ’fun’ copylines, five viewing genres will appear on packaging, point-of-sale material and the website: drama, sport, children’s, nature and films.

’We are employing this device because you cannot use pictures of TV programmes on packaging for legal reasons, and because boxes can stay on manufacturers’ shelves for a long time before distribution,’ says Lambert.

Freeview HD launches on 2 April.