Appointed in January on the strength of previous work carried out for the channel, the consultancy was asked to create a series of six new on-screen idents.
Artillery Design creative director Richard Tilley, who led the project, says, ‘Previously, FX’s idents were geared very much to animation, but we’ve used film and CGI.’
The scenarios, which will be used between programming, include a car park, casino, swimming pool and crime scene.
Tilley adds, ‘The idents have opened up FX’s brand values and given the channel a sense of scale and presence.’
The FX logotype has been tweaked slightly and now includes the channel’s Web address.
The on-screen branding uses what Tilley calls an ‘FX tab’ at the side of the screen. This gives the brand a constant presence which he claims is not intrusive but allows presentation items to ‘fold out’ into the body of the screen.