South Africa’s first and only commercial free-to-air channel, e.tv, will unveil its re-imaged brand identity on 1 January 2013, to commemorate 14 years on air. Designed by e.tv’s Creative Services, the refreshed brand reflects not only of the channel’s origins, but entrenches the channel’s future vision of pioneering local content.
The re-imaging includes a facelift for the logo, as well as a thematic overhaul of all channel material including on-air imaging, website, print, outdoor and all other communication material. This new look is inspired by the kaleidoscope of cultures that make up South Africa’s identity, and is accompanied by the new pay-off line: “Free your imagination”.
The new pay-off line is reflective of e.tv’s aim to bring viewers an array of local and international programming that will allow for interactive entertainment that will foster free thinking. Viewers will be encouraged to engage, open up their imagination and to view content that will broaden opinions and social perceptions. The channel will also unveil a completely refreshed online presence, with the e.tv website receiving a major restructuring and facelift.
Since its launch in 1998, e.tv has grown from six hours a day of broadcast into a 24-hour channel that has catered to the exact needs of its audience, and thus grown into the second largest channel in the country. The channel prides itself on having pioneered the terrestrial broadcast platform and bringing local content to the forefront of the industry.
“e.tv has been an innovator in the industry for the last decade, and as the dynamics of who we are as South Africans has grown and evolved, so has that of the channel,” says Monde Twala, e.tv Channel Head. “The channel will reveal a refreshed and rejuvenated, young and urban brand presence to our viewers, and this facelift will reveal a brand that holds true the sentiments of who we are as South Africans in every element.”
The channel’s previous brand refresh took place in 2008, and since then the channel has further developed and matured to grasp a clearer competitive edge.
“The objective with the new imaging was not to create a completely new identity for the channel, but rather to tap into the essence of who we really are and to invigorate our current brand to reflect that,” notes Twala. “We took into account the future of television in South Africa and have made the necessary tweaks to ensure that we will remain relevant and dynamic for any future growth that exists.”
The brand refresher serves as a clearer reflection of the brand’s DNA rather than a complete overhaul of the channel’s fundamental building blocks.
“Expect the same content that you have grown to love along with some exciting additions in 2013. The e.tv brand re-imaging is a crisp, fresh extension of the brands personality and we trust that it will be warmly embraced by all,” notes Twala.