Sony Entertainment Television unveiled its revamped brand look on Friday, October 11, 2013 to reaffirm its content innovation. With design and thought converging to reinforce the vibrant cultural and thematic identity of the channel, the result is a refreshed, modern and distinctive new channel.
SET’s new look embodies “hope and happiness” symbolising progressiveness and grace, while being traditional and cultured, thus reflecting the smart and contemporary confidence of SET. Embracing red, blue and green as the signature colors, the new look gives a very lively and emotional touch to SET that is spontaneous, humane and warm.
Renowned design studio Ink Project, based in Australia, has helped create the channel the new look. Through its powerful shows, refreshing content and iconic characters, SET has successfully delivered its brand promise of providing a wholesome viewing experience for its consumers. This revamped look further propagates its brand philosophy of being fresh, innovative and progressive.
NP Singh, COO, Multi Screem Media (MSM), said, “Sony Entertainment Television is a brand which has always challenged itself to define the category through fresh content, appealing characters and powerful storylines all packaged in a vibrant look. The journey so far has been a well chalked out one, in terms of how we have evolved the brand. As a brand we have always endeavoured to give our viewers what they want to watch, not just what we want them to watch.”
Sneha Rajani, Senior EVP and Business Head, SET, said, “At Sony, we believe that this is the right time to infuse renewed vigour into the brand and reflect an identity which truly articulates our spirit. This revamped look is a celebration of hope and happiness thus reflecting the inherent ideology of the channel – being proud of our heritage yet living life to the fullest. We anticipate that our new look will only strengthen engagement and connect with our audiences.”
In the new brand identity spot, SET stars are weightlessly captured against a dynamic backdrop of colour and sound. The sparkle frames encircle the human action creating a bold, fresh look for SET. Red, blue and green coloured particles converge to one point and dynamically sparkle to create the SET brand logo.
Since its launch in October 1995, SET has created significant marquee properties through an impressive lineup of programmes ranging from the light-hearted to the supernatural, exploring various genres complemented by an explosive mix of glamorous events and Bollywood blockbusters. Known for its innovative concepts and exciting formats, Sony Entertainment Television reaches more than 95 million households in India.