Dunning Penney Jones works on idents for Sky in Italy

Sky is launching new Dunning Penney Jones-designed idents for its nine movie channels in Italy.

The idents are being released to coincide with Italian Sky’s adoption of the UK BSkyB logo, which Dunning Penney Jones partner Liz Dunning says is an attempt to create more ’coherent’ branding for the broadcaster. The motion graphics specialist was given the green light on the project at the start of June, having originally pitched in 2009.

Dunning Penney Jones has worked with Sky since creating idents for Sky Movies in the UK three years ago. For this latest project, Sky briefed the consultancy to create idents that imitate major film studio branding, such as Disney, Paramount or Fox.

’We were asked to create a set of strong, single-minded sequences that were closer to the production values, feel and scale of cinema credits rather than treating them like TV channels,’ says Dunning Penney Jones creative director Marcus Jones. The first ident to air is for Sky Cinema, the main movie channel (pictured).

The sequence opens with a cityscape of Rome, shot by Dunning Penney Jones, in which the camera tracks up to the sky on to roving searchlights. Idents for the other channels – including Sky Family, Sky Classics, Sky Max, Sky Mania and Sky Cinema Italia – will launch over the next two weeks.

Family features fireworks set inside balloons, while action channel Max ’is the boldest, featuring an antimatter generator that produces the channel logo’, says Sky Italia creative director of cinema entertainment channels Roberto Amoroso.

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