Reality show branding takes to the air

ITVs latest reality TV experiment Celeb Air will screen tonight, with a look and feel devised by Component Graphics.

Ben Caudell, creative director at Zeppotron – a subsidiary of Endemol, the production company that produces the show for ITV2 – appointed Component Graphics in April, following a four-way pitch.

Monarch Airlines has provided a commercial jet for the show, which will see 11 celebrities working on the airline to serve real passengers during flights.

Caudell explains that the aim was to create an airline environment as realistic as possible, through visual elements such as the branding.

‘What we wanted was a real airline logo. It had to tie in with the title sequence and reflect the ITV2 and Monarch colours, but look different,’ he says.

The branding has been rolled out across all airline paraphernalia, and will be painted on the side of the jet. The logo will appear on uniforms, sick bags, boarding cards, headrests, cup holders and coasters.

Component Graphics’ work on the project extends beyond branding, and includes a title sequence and programme graphics, according to Caudell.

The show airs tonight on ITV2 at 9.00pm.