Music TV channel The Box launches new idents

The Box says all the work was carried out in-house, other than the design of four new idents, which were created by Weareseventeen.

The designs are based around the idea that The Box is ‘a destination to escape to, transforming the everyday mundane into something exciting by offering a box shaped fantasy of the world’, according to the company.

The new ‘fresh’, ‘bold’ logo uses a black and white colour palette, aiming to enhance the  ‘energising and inviting tone’ of the new identity.

Francois Cassin, art director at Box TV, says, ‘The Box TV logo echoes the original, paying homage to its heritage, whilst mirroring the new, ahead-of-the-curve content that is played out on the channel.’

According to Melissa Pine, marketing director of parent brand Box TV, the new look aims to connect with an audience of 16-24 year olds, without alienating fans that have grown up with the brand.

The Box will also launch on a new look website on Monday, when the identity will go live across all platforms.

The Box channel, which launched in 1992, is part of the Box TV umbrella brand, which is a partnership between Channel 4 and Bauer Media that broadcasts  seven music television channels: 4Music, Smash Hits, Kiss, heat, Magic, Kerrang! and its own channel, The Box. These are aired on Sky, Virgin and Freesat.