When TEN came to us, they wanted a visual identity that would resonate with viewers, while expressing their personality as a broadcaster and attracting brands looking to promote their products.
Considering the fact that TEN would be entering into an already over-saturated broadcasting market in Spain, we needed to create a fresh image that would seduce and enchant viewers. At the same time, we needed to give the client a perceived identity that was new, modern, and easily recognisable to consumers.
With a thorough understanding of TEN brand values, we got to work on a design that would reflect their unique personality. We developed a new visual system and on-air design that would be flexible enough to suit a variety of formats. This resulted in a versatile brand image that could be used on billboards, smartphones and tablets, corporate stationary, and on the channel itself.
The finished product was elegant, modern, and expressed both inclusivity and innovation. Instead of opting for a trendy look that captured the ‘now’, we went for a truly timeless brand identity.
Ideation & Design
Today’s viewers want reality. We needed a visual system that frames TEN TV as a window to the world, whether you’re watching on your living room screen or your personal device on the go.
Reality is, of course, subjective. The goal here was to design a brand identity that makes the viewers confident they are watching life as it really is, not a distorted perspective.
Naming a top 10 brand
There were many motivations for selecting the name TEN. For our team of creatives, the word ‘ten’ encompassed all the values this channel would come to represent. ‘Ten’ conveys a sense of quality and the alliterative collocation with ‘TV´ rolls off the tongue nicely. Since this channel would be targeting the Spanish market, we also saw ‘ten’ as the informal imperative form of the verb tener, which means ‘to have’. We are telling the Spanish market that they can have exactly what they want on TEN TV, without ever having to ask for it. With this name, new viewers will know exactly what to expect from this innovative new channel.
A modern bespoke logo for a catchy name
For an exciting new channel about to break into the Spanish market, we needed to create an image that would be memorable, as well as express the brand values with clarity. We decided on a lettering style that was as modern as it is elegant, with a vibe that is exclusive while still being inviting and friendly.
The final product was captured the unique identity of TEN TV, with a real tone that contributes to making the logo instantly recognisable. In the top right-hand corner, we incorporated a dynamic arrow to convey a positive upward trajectory, and suggest navigating in the right direction.
Designing a visual system for a multi-platform brand like TEN goes far beyond a logo. We set about designing a brand identity for the channel that would work well in a visually dynamic medium while also looking great in more ‘static’ formats.
Through the journey from paper to dynamic on-screen visuals, the theme of framing emerged as a common thread to bring the whole system together, resulting in a graphic continuity that clearly represents the brand identity. The timeless simplicity of the framing theme allowed us to be flexible and grow the design organically from this strong core element.
Being a factual channel, TEN offers its own TEN news programme which needed a look that blends seamlessly with the overall brand identity.
Considering the flexible core of the visual system, we developed our framing design to further strengthen the brand and offer viewers easily digestible news bites.
Multiple screens, one experience
Today’s consumer is not satisfied with an entertaining TV channel alone. People want complete control over their viewing experience. This means laptops, desktops, tablets and smartphones must be optimised to offer consumers a unified experience irrespective of where they choose to enjoy the content. We worked with the client to create a layout that fit each platform, giving users seamless access to their favourite entertainment.
TEN hits the street
Our main challenge was to design a visual system for a multi-platform brand. We set about designing an identity for the channel that would work well in broadcast media while also looking great in more ‘static’ formats.
Through the journey from paper to on-screen visuals, the theme of framing emerged as a common thread to bring the whole system together, resulting in a graphic continuity that clearly represents the brand identity. The timeless simplicity of the framing theme allowed us to be flexible and grow the design organically from this strong core element.
Getting our ideas down on paper
Again, the flexibility of the visual system translated effortlessly to stationary. We were able to include the arrow element in the top corners of the page to strengthen the upward moving theme and we also played around with it to create a tiled pattern for the folder design.
One visual solution for a complex problem
Thanks to the multidisciplinary team at Studio Banana, we were able to develop a brand identity and on-air design that represented the company’s values while giving it the fresh look of a new channel.
The design elements we chose serve to make TEN standout in an ocean of new channels emerging in this current digital media landscape, while at the same time having a visual system that discerning advertisers would want to be a part of.